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Chanel (Subject) / Nr. 9 (Lesson)

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• Multichannel Customer -more channel --> more convenience Firm profit potential -some channels are lower cost -incremental revenue -risk reduction -efficiency dealing with information request  
• benefits of adding channel more channels--> exposes to more shopping --> volume self selection on basis of high utility-->usage of multiple channels/buy more
• Drivers of channel choice -Individual differences -service outputs -situational factors -marketing
• Consumer decision making process search--> evaluate--> transact

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