Question: The Rust Oleum Corporation is world renowned for its anticorrosive coatings for
The Rust-Oleum Corporation is world-renowned for its anticorrosive coatings for virtually any application, for use on everything from heavy industrial equipment to consumer patio furniture. The company sells its industrial products through wholesalers (industrial distributors) and its consumer products through both wholesalers and retailers. Rust-Oleum has, for many years, talked about doing business with its channel members by the golden rule—“doing business together with sincerity, honesty and cooperation.” The company is also fairly selective in its choice of distributors, limiting the number selected to the fewest possible needed to provide effective coverage of each market. In addition, Rust-Oleum makes it a point to say that it sells through the distributor, not just to him. Given this approach to dealing with channel members, what criteria do you believe would be especially important for Rust-Oleum Corporation to emphasize in selecting prospective channel members?
Relevant QuestionsJohn Paul Mitchell Systems, Inc., a manufacturer of specialized high-quality hair care products, has made it a policy to sell its products only through “hair care professionals.” Only better beauty salons and specialty ...In this chapter, a four-dimensional framework was used for analyzing markets in relation to channel design strategy. Define each of these dimensions. There is an old saying that predates the marketing concept by perhaps 100 years: “The customer is king.” This is usually interpreted to mean that businesses should remember that the only reason they are in business is to ...What particular facets of the Cisco Systems case indicate effective leadership in motivating the firm’s channel members? Steinway & Sons has manufactured the world’s best pianos for well over a century. Steinway sells its pianos in the U.S. through less than 75 carefully selected dealers. The quality of Stein- way pianos is unquestionably ...
Post your question