For example, think about what happens when the value of the dollar declines relative to the currencies of other countries. The general business environment, such as the economy, can also affect the marketing channels chosen for products. In this case, you might want to contract with an intermediary-perhaps an agent or a distributor who will convince the corporate buyers of those stores to carry your product. If you can get the product into these stores, you can increase your sales exponentially. Now you want to get the product into retail stores like Target, Walgreens, and Bed Bath & Beyond.
#PRINCIPLES OF MARKETING CHAPTER 8 QUIZLET TV#
You’ve managed to sell it via two channels-say, on TV (via the Home Shopping Network, perhaps) and on the Web. īut suppose you’ve created a great new personal gadget-something that’s tangible, or physical.
#PRINCIPLES OF MARKETING CHAPTER 8 QUIZLET DOWNLOAD#
If you want to stop smoking or lose weight, you can pay for and download a recording to help you do this at. Hypnotic World, a UK producer of self-hypnosis recordings, is such a company. If you produce downloadable products like digital books or recordings, you can sell your products straight to customers on the Internet. If you are a massage therapist, you are quite capable of delivering your product straight to your client.
Your ability versus the ability of other types of organizations that operate in marketing channels can affect your channel choices. And often they expect special payment terms. Likewise, when businesses buy expensive products such as machinery and computers or products that have to be customized, they generally expect to be sold to personally via salespeople. Thereafter, the manager might want the toilet paper delivered on a regular basis and billed to the hospital via automatic systems. The hospital manager would also be buying a lot more toilet paper than an individual consumer and would expect to be called upon by a distributor, but perhaps only semiregularly. The manager of a hospital trying to replenish its supplies would not. Most consumers are willing to go to a grocery or convenience store to purchase toilet paper. In fact, it should be your prime consideration.įirst of all, are you selling to a consumer or a business customer? Generally, these two groups want to be sold to differently. Clearly, how your customers want to buy products will have an impact on the channel you select. For example, do you want to closely examine the fruits and vegetables you buy to make sure they are ripe enough or not overripe? Then online grocery shopping might not be for you. The Internet isn’t necessarily the best channel for every product, though.
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