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.…
You'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.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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