MKTG 2030 Study Guide - Final Guide: Ge Healthcare, Market Impact, Sales Process Engineering
16 May 2016
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The most important thing channels move is information: zara: info on designer tastes and clothing trends. Virtual integration providing accurate up-to-the-minute info to channel partners. Compensate for weaknesses in marketing mix: papa john"s online and text messaging ordering. Differentiate a brand: nokia vs. apple. Build brand loyalty: supply chain information ( customers suppliers customers) Poor channel decisions will cost dearly: cost of going to market: more than 40% of revenues sometimes. Poor channel decisions will result in loss of market share and profits: pay attention to customer preferences and segments; competitors swoop in for the kill if you don"t, mismatch between channel strategy and customer preferences. Poor channels decisions will result in wasted efforts: save money where you can: mass email vs. word-of-mouth. How to pick the right channels for your business: define realistic channel range, calculate channel economics: profitability and capacity, guide customers to channels.
