Marketing Channel Strategy
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- Điều hướng trang này:
- Multi-Level Marketing.
- Service Merchandising/“Rack Jobbing.”
| Individual On-Site.
Very effective for generating new business for high-margin products requiring a high level of interaction with customers. Examples: Fuller Brush, Electrolux, bottled water, newspapers. b. Route. Used to service routine repetitious purchases that do not need to be resold on each call. Sometimes price is negotiated once and only changed on an exception basis. This concept was historically more prevalent in consumer lines (e.g., milk deliveries) but has recently spread to a variety of commercial and industrial segments. Examples: Office deliveries of copier paper and toner. c. Home Party. Similar to individual on-site sales, this format takes the prod- uct to a group of individuals. Examples: Tupperware, Snap-On Tools. d. Multi-Level Marketing. Salesperson not only sells products but recruits other salespeople who become a leveraged sales force that gives the original salesperson a commission on sales. Channel can be used for “high-sizzle,” high-margin, fast-growth opportunities in branded differentiated products. Examples: Amway, Shaklee, NuSkin, plumbing products, cosmetics, other general merchandise. e. Service Merchandising/“Rack Jobbing.” Similar to a route but expanded to provide a variety of services with the product. Originally, the rack jobber sold small consumer items to grocery stores, merchandised the product, and owned the inventory, merely paying the retailer a commission for the space. This concept is expanding to commercial, industrial, and home markets in a variety of niches: maintaining a stockroom of office supplies, maintaining repair parts stock, servicing replenishable items in the home such as chemi- cals, purified water, salt, and so on. Examples: Specialty items and gadgets or novelties, paperback books, magazines. |