Where does channel strategy “fit” into the marketing mix?
Answer to relevant QuestionsWhat clues should the channel manager look for in deciding how much emphasis to place on distribution as a key strategic variable in the marketing mix? Oakley Inc., based in Foothill Ranch, California, is best known as a manufacturer of high-end, avant-garde sunglasses, which it sells to the tune of over $300 million per year. It is also the company that donated sunglasses ...Discuss the meaning of channel design in relation to such concepts as channel structure, selection, evolution of channels, and the allocation of distribution tasks. Briefly describe the major categories of variables that should be considered when evaluating alternative channel structures. Giant pharmaceutical manufacturers such as Merck & Company and Pfizer have traditionally relied heavily on the doctor-to-patient channel to promote their products. In essence, this channel structure focuses attention on ...
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