The starting point in selecting the most effective channel arrangement is a clear determination of the target market for the company’s marketing effort and a determination of the needs and preferences of the target market.
- Where are the potential customers located?
- What are their information requirements?
- What are their preferences for service?
- How sensitive are they to price?
These are some of the questions that the channel manager should answer. Customer preference must be carefully determined because there is as much danger to the success of a marketing program in creating too much utility as there is in creating too little.… Read the rest