Step iv evaluating channels 51 analysing service

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Step IV : Evaluating channels 5.1. Analysing Service Output Levels Desired by Customers There is a diversity in the customer’s buying needs, product assortments, merchandise choice and frequency of buying. There are five service outputs produced by channels. They include; Lot Size : It is the number of units that the channel permits an individual customers to buy on one buying situations. The smaller the lot size the great the service output level that the channel must provide. Product variety : It presents the breadth of assortment provided by the marketing channel customers like greater assortment breadth because it increases the chance of exactly meeting their need. Waiting time : It is the average time that customers wait for receiving the goods. Customers normally prefer fast delivery channels. Faster service requires a greater service output level. Convenience : This expresses the degree to which the marketing channel makes it easy for customers to purchase the product. Annamalai University
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