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Marketing channels - Assignment Example

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Marketing Channels Table of Contents Table of Contents 2 Chapter 1 3 Chapter 3 8 Chapter 4 9 Chapter 5 11 Chapter 6 13 Chapter 7 16 Chapter 8 19 Chapter 9 21 Chapter 10 23 Chapter 11 26 Chapter 12 29 Chapter 13 31 Chapter 14 33 References 35 Chapter 1 Answer 1 (a) The independent beauty consultant participates in five of the eight universal marketing flows…
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Marketing channels
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Download file to see previous pages This will help in increasing the sale of the company. The result will be an increase in the number of customers for the organization. (c) When a consumer receives a defective product then he or she can return the products back to the independent beauty consultant and get it exchanged. When a consumer buys cosmetics from a drug store or department store then he might not get a chance to exchange the products in case of a defect. The independent beauty consultants stress on building a good relationship with the customer so they exchange the product in case of a defect. They absorb the loss that arises from exchanging the product. The department store or drug store might not exchange the products because building consumer loyalty is not their motive. Answer 2 Advertising agencies can be considered as a part of the channel as they will effectively market the product in the market. This will help in building a brand image of the company. Including financial institutions in the channel will not be fruitful for the organization as effective marketing and selling the product will not be possible. Financial institution will not contribute in building a brand image so including a financial institution is not worth. ...
Example- Consumers can be appointed as an independent beauty consultant by the organization. Answer 3 Using various media for advertisement will reduce the distance. Advertisement is done to reach to attract a large number of customers. Advertising through web and cyberspace will reduce the distance as been discussed by Alderson. Answer 4 Product segmentation can be done between customers like "small, medium and large" but in case of service, segmentation cannot be done into small, medium and large. Example steel can be sold in small medium or huge lot but computer services cannot be segmented. Answer 5 In case of consumer goods like bread and breakfast cereal the channel of distribution used is grocery store. Answer 6 (A) When selling and servicing ultrasound machine in a hospital emergency room highly effective channel flow is needed. b) In case of an academic medical researcher a less effective channel of flow will do because he does not have any emergency requirement. Answer 7 A channel manager must seek to target maximum number of segments in order to increase the volume of sales but he has to keep in mind that the more segments he targets, the larger variety of products must be produced by the organization. Answer 8 A demand side gap in the service channel can arise when the services provided are not of high quality as demanded by the customers. Answer 9 A supply side gap can arise if quality products are not produced in time to carter to the requirements of the customers. When the supply is low and the demand is high then a supply side gap is created. Bringing in advanced technology to produce can reduce this gap. Answer 10 It is important to know the channel conflict sources and channel power sources so that proper channel can be set avoiding these conflict ...Download file to see next pagesRead More
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