How should channels be designed ? Chapter-14

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Sameer Mathur

This presentation gives an overview of the various designing aspects of Marketing Channel.

Marketing

HOW SHOULD
CHANNELS BE
DESIGNED
?
CHAPTER : 14

Analyzing Customer
Needs and Wants
Marketers must remember:
Different customers have different needs
during the purchase process

Establishing Objectives
and Constraints
What should be the Service
Output level & associated cost
and support level
?

Identifying Major Channel
Alternatives
Each channel has unique
Strengths
&
Weaknesses

Evaluating Major channel
Alternatives
TELEMARKETING INTERNET RETAIL
STORES

DISCLAIMER
Created by
Khushi Sahu,
IIT BHU,during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMinternship.com

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