Marketing channels Assignment Example | Topics and Well Written Essays - 5000 words

Marketing channels - Assignment Example 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 wil l 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

Managing in the service environment Essay Example | Topics and Well Written Essays - 500 words

Managing in the service environment - Essay Example The customers ought to be satisfied with what the service providers have. The service providers should be able to keep customers coming back through the services provided (Martin et al 4). Customer service dimensions are crucial in ensuring that there is satisfactory customer service from the service provider to the customers. One major dimension is known as desired service. Desired service entails a blend of what the customer believes can be done and should be done. This draws the hope and expectation of the customers from the service providers. The procedural dimension comprises of systems and procedures that are important in the delivery of products and services. Conversely, personal dimension explains how service providers use their attitudes; behaviors and verbal skills interact with customers. This indicates that there is proficiency in the procedural service, but the personal dimension is weak. Basically, the approach tells the customer that he /she is a ‘number’ in which the service provider is there to process (Martin et al 11). This indicates a service that is extremely personal, but does not have procedural constituency. The approach communicates to the customer that the service provider is trying hard although they are not sure of what they are doing. It is the best approach as it represents quality customer service at both personal and procedural dimensions. It communicates to the customer as having the knowledge to handle its issues through care, and delivery (Martin et al 11). Employee empowerment is important in ensuring that they are in a position to make decision on behalf of the employee in terms of service provision. Moreover, it makes the employee have a sense of ownership, responsibility and to serve customer as per the standards of a given service provider (Martin et al 12). Anticipation entails being able to predict the behavior of