Chap 19 - Music Scent 7 Non-Store Behavior Non-electronic,...

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1 Chapter 19: Consumer Behavior,  Electronic Commerce, and  Channel Strategy This chapter is part of Section 5: Consumer Analysis and  Marketing Strategy
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2 Channel Strategy Issues Store
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3 Channels of Distribution Economic/Functional consequences Form utility Time utility Place utility Possession utility Consumer Behavior consequences
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4 Store Affect and Cognition Store image Cognition Perceptions and attitudes based on sensations Store atmosphere Affect A model of store atmosphere effects
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5 Store Behavior Store contact Locating, traveling to, and entering store Store loyalty Repeat patronage intentions and behavior
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6 Store Environment Store location Retail location models Store layout Grid vs. Free-form In-store stimuli Signs and price information Color Shelf space and displays
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Unformatted text preview: Music Scent 7 Non-Store Behavior Non-electronic, Non-store purchases Catalog and direct mail, vending machine, television home shopping, direct sales Electronic, Non-Store purchases Advantages/Disadvantages with respect to product, promotion, price and channel 8 Channel Strategy Criteria to be considered for channel design 9 Summary Channel strategy issues studied using the wheel of consumer analysis Affect and cognition Store image and atmosphere Behavior Store contact and loyalty Non-store behavior such as electronic purchases Environment Store location, lay-out, and in-store stimuli Strategy Several criteria are considered...
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This note was uploaded on 09/12/2011 for the course MKTG 351 taught by Professor Ashwani during the Spring '10 term at South Carolina.

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Chap 19 - Music Scent 7 Non-Store Behavior Non-electronic,...

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