An examination of leveraging e-marketing channels and B2C direct channel service benefits to maximum effect.
Written in 2005; 675 words; 0 sources; $ 26.95
Paper Summary:
This two part essay examines real world applications of marketing strategy paradigms relating to market channel options and offensive strategic marketing plans. The paper discusses Netflix and Barnes & Noble's business practices in light of their choice of an appropriate strategy and their execution of that strategy.
From the Paper:
"Leveraging e-Marketing Channels and B2C Direct Channel Service Benefits to Maximum Effect Direct B2C sales channels range from retail chain store outlets staffed with trained sales personnel like Wal-Mart's to internet only e-commerce websites. The former is an expensive undertaking given rent, utilities, salaries and the cost of transporting goods. But it is a marketer's surest way of monitoring customer expectations and using this feedback to deliver desired product benefits-- the quality, assortment and timely delivery of goods and services the customer wants. A direct sales channel is also well suited to handling customer service related issues such as after-sale service, immediate delivery and a range of transaction options and credit terms. A store's physical presence, finally, acts a a magnet, drawing in customers. "
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