Avijit Mohan was really upset about the poor job the three department stores were doing with his line of fine brass products from India. “They just put the stuff out on the floor as though they were cheap trinkets that the customer buys on impulse. Don’t they realize that this merchandise has to be sold by knowledgeable salespeople who can show the fine details, the artistic engraving and the hand hammering?” he remarked to his wife in frustration. “These are supposed to be topnotch retailers but they don’t seem to know a thing about selling these products,” he lamented. Is Avijit Mohan being fair with his criticism? Discuss in terms of consumer buying patterns, the constraints on the department stores and Mohan’s choice of channel structure to sell these products.
Answer to relevant QuestionsDiscuss the distinction between channel management and channel design. Discuss the major features of the four approaches for finding out about channel member needs and problems discussed in this chapter. Harley-Davidson Inc. is one of the world’s most well recognized companies because of its famous motorcycles—often referred to as “Hogs” by bike enthusiasts. During most of the 1990s, Harley motorbikes were in short ...Discuss the importance of gaining channel member support in building market acceptance for a new product. RadioShack, with over 6,500 locations worldwide, has been struggling for a number of years with an image of being “old-fashioned” or “out of touch” with new technologies. RadioShack was viewed by tech-savvy consumers ...
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