Intro to Marketing_Herzenstein_Date_042810

Intro to Marketing_Herzenstein_Date_042810 - Channels...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Channels Designing channels: - Questions to consider o How do we sell our product to our consumers? o Who should deliver our product? 5 steps: 1. Identify homogenous segments o Where consumers want/look for products o Examples: online vs. offline shopping 2. Identify/prioritize Customers’ requirements o What they want o Example: want assortment, go to COTSCO because sells everything 3. o Example: direct sales—more knowledgeable about product, consumer goes to sales person (distribution) 4. Find Channels to Satisfy Customers’ Requirements o Example: open online; distributors won’t be happy because you are taking some of their sales 5. Evaluate cost/benefit Channel o Do they changes make sense? Is it worth the money? Basic types of Channels: - Direct Marketing Channels , example: Southwest, Avon—Service industry - Indirect Marketing Channels , example: DVDs - Multiple Channels, example: Coach (store, online etc.) Are intermediaries needed? -
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

Intro to Marketing_Herzenstein_Date_042810 - Channels...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online