Marketing Exam Notes.docx

67 views2 pages
23 Apr 2012
Department
Course
Professor

For unlimited access to Study Guides, a Grade+ subscription is required.

Channel Strategies
Channels can help a business attract and keep customers.
Channels can be used to compensate for weaknesses in the marketing mix (competing against
bigger companies with a higher marketing budget)
Channels can be used to differentiate a brand.
Channels can be used to build brand loyalty
Step by step process to determine the right channels for your business:
1) Define Realistic channel range
2) Calculate channel economics
3) Guide customers to the channels
4) Touch customers at each point
5) Mitigate channel conflict
6) Evolve shannel strategy
The objective of channels is to make products available when, where and in the quantities that
customers want and need them at a minim cost. Channels should provide utility and increase efficiency
Direct: face to face sales, telemarketing, etc
Indirect: with intermediaries like retailers
Choosing a distribution system:
Conventional marketing system: members work independently
Vertical Marketing System: Formal cooperation among channel members
- Types include administered, corporate and contractual
Horizontal marketing system: Two or more firms at the same channel level agree to work
together
Distribution intensity:
Intensive: selling through all suitable wholesalers or retailers.
Selective: using fewer outlets than intensive but more than exclusive distribution
Exclusive: selling through only a single outlet in a region
Communication Strategies
How to communicate a message:
1) Start with making the intended message
2) Encode the message
3) Select the message channel
4) Target evaluates the message
5) Message as received by target
6) Target responds
7) Feedback
Unlock document

This preview shows half of the first page of the document.
Unlock all 2 pages and 3 million more documents.

Already have an account? Log in

Get access

Grade+
$10 USD/m
Billed $120 USD annually
Homework Help
Class Notes
Textbook Notes
40 Verified Answers
Study Guides
1 Booster Class