Posts

Showing posts with the label understanding customers

Selecting Sales Channels

Image
Sales channels can influence which products customers are exposed. Manager’s often select the sales channels they believe will best foster business growth. The researchers Karamehmedovic and Bredmar (2013) investigated the strategic choices behind how managers make sales channel decisions. You may be shocked to find that most decisions are rooted in personal experience or faulty logic without a thorough analysis of what makes one channel more effective than others. Managers regularly believe that marketing channels often compete with each other. Even though this can be true in some cases, it is often not the market related. Companies that use a single marketing channel are often less competitive than those who find multiple ways of getting products into the hands of customers (Porter, 2001). Marketing is about exposure and if channels are not properly reviewed for effectiveness, the company may be missing excellent opportunities. Even though managers may have preferred chann