We organize our marketing teams around channels: digital, email, social media, mobile, retail and other areas. Each team is assigned a budget, and their success measured. In our effort to be organized and effective, we create teams that end up competing for business against each other, fighting over the same customers to show growth in their channel. And here’s the basic problem with the channel approach: Customers don’t organize around channels. Customers see products, brands and services
Words: 759 - Pages: 4
Distribution Channel Structures in Thirteen Industries in India Leading to a Classification Scheme Dr Prathap Oburai, Marketing Area, Indian Institute of Management, Ahmedabad, India. Email: prathap@iimahd.ernet.in, prathapoburai@yahoo.co.in Phone: 0091-79- 2632 4942 Professor Michael J Baker. University of Strathclyde, Glasgow, United Kingdom This paper is a revised version of a competitive paper reviewed and accepted for presentation at the Academy of Marketing 2004 conference
Words: 4871 - Pages: 20
John Day 10/28/15 Retail Marketing Professor: Scapparone Chapter 5 Discussion Questions. 1.) Why must a retailer view itself as a member of a larger marketing system? Can’t JCPenny’s Costco, or BestBuy be successful on its own? Being a member of a larger marketing system is a good idea. Being part of the system of say BestBuy lets customers know no matter where they are they can get the same products and services at any BestBuy anywhere in the world. I suppose they could stand
Words: 973 - Pages: 4
COMMUNICATION CHANNEL SCENARIOS Communication Channel Scenarios Mar 29, 2012 Communication Channel Scenarios FIRST SCENARIO The first scenario states that you are a Marketing Manager for a beverage company that wants to sell its product globally. The Vice President of Operation has given your team the task to market the beverage worldwide and you only have one week to come up with a plan. You are given all the details of the product, and what channels of communication
Words: 1021 - Pages: 5
COMMERCE DEPARTMENT BUSINESS STUDIES- XII-NOTES ________________________________________________________________ MARKETING MANAGEMENT CONCEPT MAPPING: 1. Market, Consumer, Seller / Marketer – meaning 2. Marketing – meaning, Features – Role 3. Marketing Management – Measuring Nature and Objectives 4. Difference between marketing and selling 5. Marketing Functions 6. Marketing Mix – product, price, place and promotion 7. Advertising – meaning, features, merits and limitations. 8. Various
Words: 1247 - Pages: 5
Evaluating and Selecting Communication Channels MGT/521 One of the most important characteristics of successful relationships is the use of effective communication. Effective communications are characterized by achieving both the successful transfer as well as the understanding of meaning of the information being communicated to the greatest degree possible (Robbins & Judge, 2011). Understanding the functions of communication and the elements of the communication process itself
Words: 1923 - Pages: 8
2. BCG Matrix and Marketing Plan * Boston Consulting Group approach: a company classifies all its SBU’s according to the growth-share matrix * Growth share matrix: a portfolio planning method that evaluates a companies strategic business units (SBU’s) in terms of its market growth rate and relative market share * Market growth rate: provides a measure of market attractiveness * Relative market share: serves as a measure of company strength in the market * Four types of SBU’s:
Words: 2924 - Pages: 12
Product, Pricing, and Channels Paper Learning Team A - MKT/421 Professor Luis Product, Pricing, and Channels Paper The following paper discusses how the Grayl, a water filtration equipment manufacturer offers its personal water filtration device to a number of target markets such as those who are health conscientious, environmentally focused, outdoor enthusiast and travelers. The discussion covers a number of topics such as the product features and benefits, the phases of the product lifecycle
Words: 2161 - Pages: 9
SOSTAC™ e-marketing plan for B2B Company What is SOSTAC™ ? The SOSTAC Planning System is one of the most powerful planning systems ever developed. Simple but extremely effective, as it contains all the ingredients vital for the perfect marketing plan. Whether a blue chip, like IBM and BT, or small business, professionals who discover SOSTAC Planning System embrace it for life. This method will help you to create, write and develop your marketing plan by breaking down into six elements:
Words: 341 - Pages: 2
Applied Strategic Marketing Report 2013-2014 "The Benefits and Challenges of Multichannel Attribution in Marketing Analytics" by Alan K H Hsu 00849147 Word count: 4990 A report submitted in partial requirements of the MSc in Strategic Marketing degree 1 24th August 2014 Table of Contents Executive summary .................................................................................................. 1 Introduction .............................................
Words: 7741 - Pages: 31
