Session 12: Delivering Value I Flashcards
1
Q
Decision making unit
A
Initiator Influencer Decision maker Purchaser Consumer
2
Q
Aqualisa cause morals
A
Plumbers push to consumers
Showrooms created a pull effect with consumers forcing plumbers to adopt. This created a flywheel
3
Q
Channel types
A
Wholesale
Broker
Retailer
Direct
4
Q
Channel stewardship is:
A
Design decision - which channel to go through
Management decision - incentives and profit margins
5
Q
Hard power
A
Product technology or brand power
Market access/intelligence power
6
Q
Alpha vs omega pursuasion
A
Alpha - persuade / make a story attractive
Omega - minimize resistance to an offer
