Channel Management (Fach) / Take Aways (Lektion)
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Topic #2: Servive Output Demands
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- End-user's decision about where to purchase and product/service depends not just on what, but how the end-user wants to buy it
- Elements of how the products/service is bought are called servive outputs
- General list of service outputs:
- bulk-breaking
- spatial convinience
- waiting time
- variety and assortment
- customer service, information provision
- For final purchase decision, end-users make trade-offs amaong different combinations of products attributes, price & service outputs offered by sellers
- Segmenting the market by service output demands is a useful tool for channel design because the resulting groups of end-users are similar in terms of the channel that serves their needs
- Cost, competition, ease of entry & compensatory service ouput provision factors can mitigate need to excel in providing service outputs to target market
- Ultimate purpose of service output demand analysis is to assess segment attractiveness, target a subset of the identified segments & customize the marketing channel system solution used to sell to each target segment
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