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 serve the customer, because without customers there would be no business. This expression is seldom related to the design of marketing channels. Yet, in the long run, is it not the “customer king” who decrees the structure of the marketing channels that ultimately develop? Do you agree or disagree? Discuss the statement using several examples for or against.
Answer to relevant QuestionsThe number of consumers subscribing to cable television services in the U.S. had declined significantly by the end of the first decade of the twenty-first century. In the third quarter of 2010 alone, almost 120,000 consumers ...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 ...Compare and contrast the major features of cooperative arrangements, partnerships and strategic alliances, and distribution programming as approaches for motivating channel members. For decades, McDonald’s was almost universally admired as the leader in the fast-food industry. Its franchise system was the envy of virtually all the other fast-food chains. But at the start of the new millennium, ...Discuss the product life cycle stages and the basic implications of each stage for channel management.
Post your question