MKTG 2030 Chapter Notes - Chapter 7: Pizza Pizza, Vertical Integration, Marketing Mix
Document Summary
Channels help a business attract and keep customers the most important thing channels move: information: zara: info on designer tastes and clothing trends. Virtual integration: providing accurate, up-to-the-minute info to channel partners. Channels can be used to compensate for weaknesses in the marketing mix. Papa joh(cid:374)"s: o(cid:374)li(cid:374)e a(cid:374)d te(cid:454)t (cid:373)essagi(cid:374)g orderi(cid:374)g. Used a better strategy than large competitors such as pizza pizza and do(cid:373)i(cid:374)oes" pizza. Channels can be used to differentiate a brand. Channels can be used to build brand loyalty. Supply chain of information (customers suppliers customers) If a business fails to think carefully about channel strategies, then . Poor channel decisions will cost dearly: cost of going to market: +40% of revenues sometimes. Poor channel decisions will result in lost market share and profits: pay attention to customer preferences and segments; competitors swoop in for the kill if (cid:455)ou do(cid:374)"t, mismatch between channel strategy and customer preferences.
