EBK MARKETING
10th Edition
ISBN: 9780135199992
Author: Stuart
Publisher: YUZU
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Chapter 11, Problem 12QA
Summary Introduction
To define: The concept of various terms like: Channel leader or Channel Captain, Channel Power, and Channel Conflict
Introduction:
A channel leader or channel captain is the dominant firm that has some channel powers. A channel captain should be made who can supervise and control the channel members and the movement of the product through the channel.
Channel power is some kind of power that one member of the channel has or the channel captain to be able to lead, control, and influence all other channel members.
Channel Conflict is a normal state in a channel, and it occurs when the behavior of one channel member becomes opposite to its counterpart.
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For the following assignment reference a recent purchase you have made and explore the several steps in the consumer decision making process for this purchase.
What product did you purchase?
Need Recognition
Need or want, how did you assess the need?
3.Information Search
What is the extent of your search for product information? Did you ask friends, family, reviews? Online research?
4. Evaluation of alternatives
Which other alternatives did you consider (other brands)?
5. Purchase
Did you make the purchase immediately or did you take time to make a final decision? Where was the purchase made, in store or online? Was the product available immediately or did you have to wait for your purchase to arrive?
6. Post purchase behavior
Discuss any generated cognitive dissonance by this purchase. What was done to address the situation. What role, if any, did marketing play in minimizing cognitive dissonance?
Find a company that has gone global. Research details of a multinational company.
Copy the Organization website link here:
Who is the organization?
What is the product or service? Are there any changes in the product or services in the various locations?
What are some of the External Environment Factors Facing this global Market?
Example: Culture? Natural resources? Economic & Technological Development? Political Structure? Demographic Makeup?
What is the economic development of the majority of the countries your company is present in?
Developed or less developed Country?
How is this company using Social Media to reach their global Marketing?
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