Marketing Channel Strategy
Value-Added Resellers (VARs)
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- Điều hướng trang này:
- Influencers/Specifiers.
- Financial Service Providers.
- Door-to-Door Formats.
| Value-Added Resellers (VARs).
Designers, engineers, or consultants for a variety of service industries that joint venture or have arrangements with manufacturers of products used in their designs. The VARs often get a commis- sion or discount to service the product and carry inventory of high-turnover items. Examples: Computer software companies that market hardware for turnkey products; security system designers that form joint ventures with electronics manufacturers to sell turnkey products. 12. Influencers/Specifiers. Similar to a VAR, but these firms generally design highly complex, large projects (commercial buildings), do not take title to product, and have a group of suppliers whose products can be specified to the design. Selling effort is focused on both the ultimate customer and the speci- fier. Distribution of product is handled through other channel formats. Examples: Architects, designers, consultants. 13. Financial Service Providers. These formats have historically been initiated by joint ventures with financial service companies to finance margin purchases for customers or dealers (e.g., floor planning). They have been expanded to allow manufacturers to initiate distribution in new markets and assess these markets. High-capital, highly controlled distribution channel for one or two suppliers. Examples: Branded chemicals, construction equipment. The OmnI-ChAnnel eCOsysTem 29 Other Channel Formats 1. Door-to-Door Formats. To some extent, these are variations on the channel formats previously listed. These formats have existed in the United States since pioneer days for products with high personal sales costs and high margins, sold in relatively small orders (encyclopedias, vacuum cleaners). A wide range of variations (e.g., home-party format) attempt to get many small buyers in one location to minimize the sales cost and provide a unique shopping experience. Variations of the format have also spread to industrial and commercial markets to capitalize on similar market needs (e.g., Snap-On Tools uses a variation of the home-party system by driving the product and salespeople to mechanics’ garages and selling to them on their lunch hours). Each format is different and needs to be analyzed to understand its unique characteristics. A brief summary of the more identifiable formats follows: a. tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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