Join Drew Boyd for an in-depth discussion in this video Designing distribution channels, part of Marketing Foundations.
…A distribution channel has three objectives.…It needs to deliver a product customers want, at a convenient location, and…at convenient times, so that your marketing effort is successful.…The right product means that you have the necessary inventory of product on hand,…when the customer is shopping.…That means you have to have all the models, and all the styles and sizes and…available options that a customer might want at that moment.…Missing just one of these will cause the customer to look elsewhere.…
And you lose the sale.…The people selling your product need to be skilled at merchandising it,…and explaining it to customers.…They might have to demonstrate the product, and…explain why it's superior to others.…The right location means that your product is conveniently located, and…it's easy to find.…The salespeople have to be skilled at transacting the purchase.…If you have an online store,…it too has to be easy to find, easy to locate a product, and easy to buy from.…
Otherwise customers may look for a place that's more convenient.…
Author
Drew Boyd
Released
9/20/2014You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Define marketing in an organization.
- Explain the planning process.
- Determine the scope of a marketing plan.
- Research competition and analyze products.
- Describe how to segment and target customers.
- Explain the 4Ps model.
- Understand and design distribution channels.
- Measure Key Performance Indicators.
Skill Level Beginner
Duration
Views
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Introduction
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Welcome1m 20s
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Understanding Marketing's Role
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Marketing in an organization3m 32s
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Assembling the team3m 32s
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Creating the marketing plan2m 56s
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Analyzing Your Business
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Researching the competition3m 49s
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Analyzing your products3m 19s
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Analyzing your customers3m 47s
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Analyzing the buying process4m 28s
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Analyzing your market4m 15s
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Developing Your Strategy
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Segmenting your customers4m 23s
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Targeting your customers3m 55s
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Positioning your message4m 46s
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Setting goals3m 20s
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Developing the Tactical Phase
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Understanding the 4Ps model2m 50s
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Setting prices4m 11s
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Communicating price3m 5s
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Integrating all four Ps3m 49s
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Aligning the Organization
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Educating the sales team3m 27s
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Guiding vendors and agencies3m 19s
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Launching and Measuring Your Plan
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Budgeting3m 7s
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Conclusion
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Mastering marketing thinking3m 16s
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Next steps4m 14s
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Video: Designing distribution channels