Marketing Channel Design

Marketing Channel Design - partners with characteristics,...

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Marketing Channel Design, Management, Evaluation and Modification In designing marketing channel companies analyze customer needs and preference for a given product. Further marketing channel should fall in line with overall objectives of the company in cost and desired output level. Companies then need to explore various marketing channels like direct marketing, tele- marketing, direct mail, etc. to find the right fit to reach the customer. Each channel short listed has is to be evaluated on operational, cost effective and flexibility criteria. Once the channel is designed, companies look forward to selecting
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Unformatted text preview: partners with characteristics, which have a positive impact for the product. Channel members need to get the right amount of training as to full understand their role with respect to customer and product. Companies need to develop a mechanism as to monitor functioning of marketing channels on criteria based on total customer satisfaction. After reviewing marketing channel companies should modify them to improve functioning and productivity....
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