Multichannel marketing multichannel marketing

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Multichannel Marketing Multichannel marketing involves the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online. An electronic marketing channel can provide incremental revenue (Victoria’s Secret) An electronic marketing channel can leverage the presence of a traditional channel (Ethan Allen) Multi-channel marketing can satisfy buyer requirements Actual incremental revenue or merely cannibalization? Incremental cost to launch and sustain an electronic forefront Disintermediation a traditional intermediary member is replaced by electronic storefront
Dual Distribution Dual distribution involves an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product. Occurs when an organization distributes its offering through two or more different marketing channels that may or may not compete for similar buyers The main consideration is whether it will provide incremental sales revenue or cannibalize existing sales
Dual Distribution When is it used own brand and private store brand distribution to large and small retailers geographic factors multibrand strategy Hallmark Sells Hallmark brand cards through Hallmark stores and selected department stores Sells Ambassador brand cards through discount drugstore chains
Strategic Channel Alliances One firm’s marketing channel is used to sell another firm’s products.
15-19 Nestlé and General Mills Cereal Partners Worldwide
One channel member has much more control over the other members.

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