Imagine you work in the marketing department of a large pharmaceutical company which makes a broad range
Question:
Imagine you work in the marketing department of a large pharmaceutical company which makes a broad range of products. Some of these products are prescription medication and must be sold via pharmacies, whereas other products such as paracetamol can be sold 'over-thecounter' in supermarkets. As the as the overall market has become more health conscious, the company decided to launch a range of Vitamins tablets. As the marketing manager of this new Vitamin line, you decided to use multiple channels for this new product.
QUESTIONS
A) What type of marketing (distribution) channels should your company use to reach the maximum number of end consumers?
B) Describe the pricing and packaging strategy of each channel?
C) What are the possible channels that could be in conflict? How would you approach/resolve each of the conflicts
International Business
ISBN: 9781292274157
8th Edition
Authors: Simon Collinson, Rajneesh Narula, Alan M. Rugman