Marketing Channel Strategy
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- Điều hướng trang này:
- Outsourcing.
- Direct Mailer.
| Scheduled Trains.
High-speed trains leave daily at prescribed times from high-density areas to high-density destinations. Manufacturer “buys a ticket” and hooks up its railcar, then product is picked up at the other end by the customer. Examples: High-density recurring orders to large customers with limited after-sales service needs. The OmnI-ChAnnel eCOsysTem 28 8. Outsourcing. Service providers sign a contract to provide total manage- ment of a company’s activities in an area in which the provider has particular expertise (computer operations, janitorial services, print shop, cafeteria, repair parts, tool crib). The outsourcer then takes over the channel product func- tion for products associated with the outsourced activity (janitorial supplies). Outsourcing has spread to virtually every area of the business (repair part stock- room, legal, accounting) and may not use merchant wholesaler-distributors. Wide variety of applications and growing. Examples: Infosys, R.R. Donnelly. 9. Direct Mailer. Direct mail advertising companies expanding services in con- junction with market research database services to directly market narrower line products. Product logistics and support performed by either the manufacturer or outsourced to a third party. Examples: Big-ticket consumer products, high-margin, low-service-requirement industrial and commercial equipment. 10. Bartering. Service provider, usually an advertising or media company, signs a barter arrangement with a manufacturer to exchange product for media advertising time or space. Bartered product is then rebartered or redistributed through other channels. Examples: Consumer and commercial products that have been discontinued or for which demand has slowed considerably. 11. tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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