Marketing Channel Strategy
Third-Party Influencer Formats
tải về 5.39 Mb. Chế độ xem pdf
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- Điều hướng trang này:
- Company-Sponsored Program.
- Premium and Gift Market.
- Customer List Cross-Selling.
| Third-Party Influencer Formats.
These formats are designed around the concept that an organization that has a relationship with a large number of people or companies can provide a channel for products and services not tra- ditionally associated with the organization (e.g., school selling candy to the community, using school children as a sales force). Again, the concept has broadened across both the commercial and industrial sectors and deepened in terms of the products and services offered. a. Charity. This format typically involves sales of goods and services in which the sponsoring charitable organization receives a commission on the sale. All types of products can be included, shipped direct or outsourced. Sales forces may be non-paid volunteers. Examples: Market Day, World’s Finest Chocolate. b. Company-Sponsored Program. Employers contract with companies for products and services for their employees or segments of employees on an as-needed basis. The provider has access to the employee base. Examples: Healthcare and drug services, car maintenance. c. Premium and Gift Market. Companies buy products customized with company logos or names for sale or distribution. Examples: Pens, plaques, awards, T-shirts, novelties. d. Product Promotion Mailing with Normal Correspondence. Promotion of products is done by mailing to customers with letters and perhaps phone call follow-up. Typically involves promotional inserts with The OmnI-ChAnnel eCOsysTem 32 credit card and other billings. Logistics and order fulfillment activities may be handled by others. Examples: American Express, VISA, MasterCard. e. Customer List Cross-Selling. An unusual format, in that the customer list is sold by one company to another. In effect, the marketing function is circumvented. Started in the customer industry but migrating to commercial and industrial segments. Examples: Catalog companies, credit card companies. 5. tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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