EM 9 Distribution and Growth Flashcards
What are the three styles of interpersonal relations
Giver
Taker
Matcher
What are ways of scaling?
Outsourcing: hire an agency or individual somewhere in the world - fast and good short term solution but expensive and communication is difficult
Do it yourself:
Team with friends/others
Making a new segment
?
It takes as much time as identifying the first segment
Other scaling ideas?
Develop a new product
Increase demand for a current one
How to increase demand for an existing product?
Reach customers in new ways
Promote multiple uses
Promote more frequent usage/ replacement
What is a halo effect?
The tendency to assume that if something is good on one attribute then it is good on all others.
What is the horn effect?
Individuals believe that bad character traits are linked to each other
What are the key considerations for parent companies?
Transferability of associations
Complementarity of the product
Similarity of the users
When not to extend the brand?
When the association is too strong. Zippo tried making perfume
What are the kinds of resellers?
Affiliates Distributors Wholesalers VAR Dealers Agents Consultants
What are the type of distributions?
Direct distribution
Indirect Distribution
Exclusive Distribution
Intensive Distribution
What bias do takers exhibit?
responsibility bias: exaggerate their own contribution
Which personality does the best and the worst?
Givers!
