• Author / Uploaded
• David Guerrero

Citation preview

JESUS DAVID GUERRERO TAMAYO C:60201713957 FIRST WORKSHOP – DISTRIBUTION CHANNELS.

1.Complete the following statements with the information provided in CLASS. (3,0) 1.1 List the four elements needed for a successful marketing channel. 1. ​pooled resources

3​. Connected system

2. ​collective goals

4. ​flexibility

1.2 List the three activities associated with the flow of products and services through marketing channels. 1.

approach

2.

processes

3. ​improvement

1.3 How has the TQM era revolutionised marketing channels? WIN-WIN THE RELATIONSHIP OF EXCHANGE BASED ON MUTUAL CONFIDENCE BETWEEN CLIENTS AND THEIR SUPPLIERS.REINFORCE DIMENSION OF DIMENSION OF EXCHANGE THAT IS AR THE HEART OF MARKETING

1.4 H. E. Kimmel, a twentieth-century admiral, wrote, ‘Efficiency produces more with less effort.’ How does his statement support the concept of contactual efficiency? I give you an understanding that efficiency occurs when less resources are used to achieve the same objective. Or on the contrary, when more objectives are achieved with the same or less resources. Regarding the effectiveness, I could define it to our capacity to achieve what we propose.

1.5 How does routinisation positively affect channel members? affects what can be a weakness and an opportunity for competition

1.6 What unites individual organisations in a successful marketing channel? effective distribution to the customer

1.7 How is the role of an organisational mission critical for marketing channel management? The fundamental mission for the channel is the relationship between the members of the same channel and the efficiency in the quantity of the exchange of goods and services

1.8 What does it mean when a channel intermediary talks about a smoothing function? It is said that the intermediary gives a balance point to the contractual efficiency between the amount in the relationship between members of the channel

1.9 How can an organisation reduce its market uncertainty? reduce to the maximum the uncertainty associated to the entire decision-making process. That is the final objective and the raison d'être of Market Research, Appropriate Strategies, Definition of Environment, in the short term, or concrete action plans to improve the competitive positioning of products and become a successful product

1.10 Two principal tasks are associated with the sorting function. They are: 1 Categorizing 2 Breaking bulk

2. Using the qualitative method justify why the channel chosen in the following case is the best. (2,0) C​ASE 3 IW​ALK 2.0 – M​EDICAL​/AT D​EVICE D​ISTRIBUTION N​ETWORK W​ITH I​NTENSE C​LINICIAN T​RAINING S​UPPORT F​ROM​ T​HE​ M​ANUFACTURER Fig. 3: iWalk 2.0 Hands Free Crutch​People with lower leg non-weight-bearing injuries who wish to remain ambulatory have long used standard crutches. The use of standard crutches is predicated on one’s ability to use their arms and hands to support their weight as they navigate around in their surroundings. The use of standard crutches does not allow the free use of your hands and arms for other activities. It was noted that there was a need for a device that allowed one to remain ambulatory and still have the free use of their arms and hands. The iWalk 2.0 was developed as such a device and is a hands free crutch substitute (iWalk-Free, n.d.). It is a first of its kind mobility device that frees a person from the limitations of conventional crutches. Rather than marketing this new device directly to the consumer, the company elected to market the device directly to clinicians who would ordinarily be fitting the target population with standard crutches. Common misconceptions from just looking at the iWalk 2.0 range from that it is unstable and you may be injured using it, to that it will be difficult to learn and use. So how is this addressed for both the clinician and the consumer? First, the company provided a highly informative web site to serve as a reference for the clinicians and consumers. Next, the company personally teaches each retailer about the device, how to sell it, and how to fit it. The company provides a webinar and certifies clinicians (dealers) to become iWalk fitters. The product typically outperforms consumer expectations, so the dealer has to be armed with the knowledge to disarm consumer misconceptions. The iWalk 2.0 distribution channel is that of being sold by the manufacturer directly to trained dealers who in turn sell the consumer on the product. There is no promotion strategy other than entering into new medical device competitions at various trade shows throughout the nation and winning them. The iWalk 2.0 has also benefited from publicity on its use by

high profile figures such as Harrison Ford. Mr. Ford uses the iWalk 2.0 due to an injury he incurred during filming of the new Star Wars movie.

use a short channel as it will make your product reach the customer in its shortest time, and give an accompaniment when delivering it to a post-sale service, as its intermediary is the same clinics and the same physiotherapists in their own right the doctors incorporate the product to patients and assets that continue in their therapies or incapcidades to those who are attending, behind her use a high-level publicity with Hollywood characters in his case the actor Harrison Ford of the movie Star Wars. helping your image in the market and not having a direct competition and moving away. giving it a unique product.