chap5 ques5

chap5 ques5 - Group 8 March 1, 2010 Chapter 5 questions 5....

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Group 8 March 1, 2010 Chapter 5 questions 5. Where does channel strategy “fit” in the marketing mix? Channel strategy is an equal member of the marketing mix as the other components; product, price, promotion that when multiplied together, equal the total consumer satisfaction. There is no set answer to the question of how much emphasis should be placed on each of the components of the marketing mix because it varies for each firm and for each product the firm carries. Distribution would be stressed if the following were present: 1) distribution is the most relevant variable for satisfying target market demands, 2) parity exists among competitors in the other three variables of the marketing mix, 3) a high degree of vulnerability exists because of competitors’ neglect of distribution, and 4) distribution can enhance the firm by creating synergy from marketing channels. It is through distribution that the firm can provide the kinds of services that make for satisfied customers. This is the outlet that allows the firm to reach the customers it is trying to target. This is also
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This note was uploaded on 04/10/2010 for the course FIN 600 taught by Professor Hansen during the Spring '10 term at Ramapo.

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chap5 ques5 - Group 8 March 1, 2010 Chapter 5 questions 5....

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