Chapter 8 CHANNEL MARKET AND CHANNEL DESIGN STRATEGY

Question 1

Are the most fundamental in designing marketing channels, as they shape the design of the firm’s marketing channels?

Answer 1

• Market Variables

Question 2

4 FRAMEWORK FOR MARKET ANALYSIS?

Answer 2

• MARKET GEOGRAPHY - refers to the geographical extent and location of markets.
• MARKET SIZE - refers to the number of buyers or potential buyers (consumer or industrial) in a given market.
• MARKET DENSITY refers to the concentration of potential customers in a particular area. It plays a vital role in determining the success of any business.
• MARKET BEHAVIOR

Question 3

The channel manager is responsible for defining the geographical locations of target markets in a firm’s marketing strategy?

Answer 3

• LOCATING MARKETS

Question 4

Refers to the process of designing a distribution channel that will effectively reach the target market?

Answer 4

• Channel Design Strategy

Question 5

Four key subdimensions to consider to create a successful channel design strategy?

Answer 5

• When customers buy
• Where customers buy
• How customers buy
• Who buys