EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 8220103613774
Author: Armstrong
Publisher: YUZU
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Question
Chapter 12, Problem 12.16VC
Summary Introduction
Case summary:
Company P is the one of the top I Industry which focuses on innovation. Company P was the 1st company to offer installment payment of premium, 24/7 customer service and drive-in claim service. However, Company P’s most important move is its way of channel of distribution. Most of the I companies distribute their policies by direct contact with customer or intermediary agents, Company P was the 1st company to do both.
Later in 1980s, Company P distribution channel included 800 agency number channels. Two years ago, Company P was the 1st company to start digital media by creating website. Soon after, its 1st insurance policy was auto insurance policy through online service. Today, customers manage everything through Company P website from managing their account informations to directly reporting the claims.
Characters in the case:
- Company P
- Company I
Introduction:
Channel is a level which includes the middlemen in the business to sell products to the final customer.
Direct
Indirect marketing channel is the process of “including many intermediaries” to make the product reach to final buyers.
To discuss: The customer and business channels of Company P and in what manner each channel will meet their customer needs.
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About this Assignment
For a marketing professional, waiting until a major competitor enters your marketplace before reacting usually means that you will
lose significant sales and profits as you scramble to counter the "invasion." It is best to be prepared by analyzing relative strengths
and weaknesses, not just from your viewpoint but also from the point of view of major potential competitors.
This assignment is designed to have you take an objective look at both sides of a marketing battle so that you can create solid,
actionable defensive strategies. Your output will consist of two detailed and comprehensive SWOT analyses, as well as a strategy
summary. The full assignment should total 1,000 words.
Prompt
"Big City" is a U.S. metropolis of some 1.8 million people with all of the characteristics one would expect of an urban/suburban
center. One such characteristic is a plentiful supply of the usual fast food franchises, including McDonald's, Burger King, Jack-in-the-
Box, Domino's,…
HerbSkin Naturals
HerbSkin Naturals is a skincare range that utilizes indigenous herbs such as rooibos, aloe ferox, and buchu. These ingredients are celebrated for their antioxidant, anti-inflammatory and moisturizing properties, making the products very popular among consumers who appreciate natural, eco-friendly skincare solutions.
The current product range includes the following thoughtfully curated five-item line, designed to highlight the unique benefits of South Africa’s Indigenous herbs while addressing a variety of skincare needs.
PRODUCT
INGREDIENTS
BENEFITS
TARGET AUDIENCE
Rooibos Glow Face Serum
Rooibos extract, hyaluronic acid, vitamin C.
Enhances skin radiance, reduces fine lines, and protects against environmental damage. The lightweight formula absorbs quickly, leaving the skin smooth and hydrated.
Consumers seeking an everyday serum to combat dullness and early signs of aging.
Aloe Ferox Deep Hydration Cream
Aloe ferox gel, Shea butter,…
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