Answered: 1. What will you do with your existing,…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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CASE: NEW PRODUCT = NEW MARKETS = NEW MARKETING CHANNELS You are the seasoned channel marketing manager for a leading audiovisual hardware manufacturer (overhead projectors, slide projectors, filmstrip projectors) that has the fortunate advantage of representing from 40 percent to 50 percent of the total annual sales of 125 dealers. To date, your overall channel of distribution relationship has been a superior one. Even though your products generate a major share of your dealers’ sales revenue, you have not abused your power position, which has gained you a great deal of field respect. Sales and profits are consistently increasing, and all three parts of the COD— manufacturer, distributor, and end user—are quite satisfied and content. But your channel world is about to change dramatically. Your immediate superior—the division general manager—walks into your office, closes the door (not a good sign), and firmly informs you that the company president has, on her own, decided to purchase a sophisticated learning system of specialized educational hardware and software. You knew nothing about this new product acquisition. The GM goes on to say that the president expects you to start selling the system in the next two to three months. To complicate things further, you know in your channelmaster’s heart that your existing dealers cannot provide you with the sales and marketing expertise the new product and new market will demand. You also believe that your present dealer organization probably will not be interested in pursuing this market. And by the way, you have some rather serious doubts about your company’s internal support capability for this sophisticated educational system. With all of this in mind, address the following key issues: 1. What will you do with your existing, loyal COD? 2. If you decide to create a new COD, then how will you go about doing it? What channel design plan will you follow? 3. What about your internal sales and marketing support? 4. How will you handle your present, internal new product development syndrome to avoid future marketing problems?

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