Marketing Channel Strategy
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| The Omni-Channel
Ecosystem LEARNING OBJECTIVES After reading this chapter, you will be able to: • Define a go-to-market strategy. • Appreciate the importance of marketing channel management to a firm’s success. • Define an omni-channel strategy. • Articulate the differences between an omni-channel and a multi-channel strategy. • Identify and describe drivers and trends shaping the move to omni-channel strategies. • Outline the elements of a framework for omni-marketing channel design and implementation. I N T R O D U C T I O N This book examines ways to design, modify, and maintain effective channel strategies and structures, in consumer goods markets and business-to-business markets, for both physical products and services, within nations and across coun- try borders. We take an omni-channel perspective. In this first chapter, we define and elaborate on the concept of omni-channels and discuss the factors driving and shaping their ecosystem. We also contrast an omni-channel approach with a multi-channel approach and provide examples of ways to go to market with an effective omni-channel strategy. This approach represents an expansion beyond a traditional marketing strategy, which focuses on the four marketing mix elements: product, price, promotion, and channel (or “place,” in the popular 4P designation). 1 Marketers devote attention and energy to decisions about the development, branding, promotion, and prices The OmnI-ChAnnel eCOsysTem 2 of the products and services they offer; the ability to make products and services available to customers, when and where they want them, is also a critical and indis- pensable marketing function and the focus of this book. Each firm must make a series of decisions, both strategic and tactical, to determine how to distribute its offerings to ensure they are available to end-customers. These comprehensive, firm-to-end-user links essentially function as the routes a firm uses to get its products and services into the hands of the end-users. Actors within these links together make up a tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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