MKTG 2030 Chapter Notes - Chapter 7: Voice Of The Customer, River Channel Migration, Brand Awareness
Document Summary
Importance of a channel strategy: helps a business attract and keep customers, move goods, services and information. Includes production to post consumption and everything in between. Channel components: direct sales, warehouse, retail (mall, franchise, kiosk, store, online, telephone, direct mail, door to door, broker. Consider the customer: their needs from the channel in the purchase process, reduce risk and effort, how they purchase. Consider the channel capability in reaching and connecting with the customer. Product vs experiential motivation: breakfast cereal, time out with friends, new car. Male vs female shopping behaviour: men shop to win, men shop by elimination, woman consider more alternatives to the solution, women absorb more detail and take more time. Align marketing and sales by defining their unique roles. Determining in the right channels for your business. The four steps in the purchase process are: brand awareness, product knowledge, purchase, post-sale service.
