Distribution decisions - Multiple channel strategy
3 important questions on Distribution decisions - Multiple channel strategy
What is the definition of multiple channel strategy
A product/service is available to the market through two (dual distribution) or more channels of distribution. Multiple channels may include the internet, sales force, distributors, call centers, retail stores and direct mail.
What are three ways for the supplier (manufacturer) to get around that and other across-channel problems:
- Avoiding direct price comparision
- learning to sell niche products
- establishing switching costs
What is the definition of dual marketing
Marketing the same product to two different customer groups, typically both consumers (B2C) and business customers(B2B), through two different distribution channels.
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