Distribution and E-Marketing Ethics in the Marketing Mix
Watch this week's video: Selecting Distribution Channels
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Choose an existing product or service (not the same as your Course Project or Weeks 1 or 3 Video Analyses), and write a one-page summary that answers the following four questions.
- What is the company's market penetration strategy for this product or service (intensive, selective, etc.), and how do the channels being used reflect that strategy?
- Do the channels being used for this product or service reflect a push or pull distribution strategy?
- Which of the channels being used do you believe are most profitable, given their relative costs? Which of the channels being used do you believe are not as profitable as others but are still necessary to maintain market coverage? (Questions relate to one specific product or service and not the company as a whole.)
- How much control does the company need over its channels (0-level, 1-level, 2-level, 3-level, multichannel, etc.)? How is this need for control reflected in the channels being used for the product or service you have discussed?
Please follow APA 6th edition guidelines, including a cover page, references page, in-text citations, Times 12-point font, double spacing, running head, page numbers, and so forth.
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