How should channels be designed ? Chapter-14
Download as PPTX, PDF
0 likes242 views
Channels should be designed by analyzing customer needs and wants, establishing objectives and constraints like desired output levels and associated costs, and identifying and evaluating major channel alternatives like telemarketing, the internet, and retail stores to determine their unique strengths and weaknesses. The document provides guidance on key aspects to consider when designing distribution channels, such as understanding differing customer requirements, setting goals and limits, and comparing different channel options.
How should channels be designed ? Chapter-14
- 3. Analyzing Customer Needs and Wants Marketers must remember: Different customers have different needs during the purchase process
- 4. Establishing Objectives and Constraints What should be the Service Output level & associated cost and support level ?
- 5. Identifying Major Channel Alternatives Each channel has unique Strengths & Weaknesses
- 6. Evaluating Major channel Alternatives TELEMARKETING INTERNET RETAIL STORES
- 8. DISCLAIMER Created by Khushi Sahu, IIT BHU,during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMinternship.com