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Walmart customer service centre

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Major Retailer Marketing Decision

1. Identify the target market

2. Target Position

3. Product Variables: Product Assortment, Store Atmosphere

4. Services Mix

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Direct Marketing:

-An advertising strategy that physically deal with communicates with the consumer

-“up close and personal approach"

- Generate quicker results / feedback

- Looking for response rate...the transaction (to generate the sales)

Indirect Marketing:

-Involve some form of intermediaries

- eg: Retailer and wholesaler

Horizontal Conflict: (Student explain wrongly....anyway, good answer for conflict :D)

- disagreement among two or more channel members at the same level

- eg: wholesaler vs wholesaler

- Beneficial conflict as this will improve product's quality / services

Vertical Conflict: (Student explain wrongly....anyway, good answer for conflict :D)

- disagreement between two channel members on consecutive levels

- eg: producer vs retailer/ wholesaler

- Unhealthy conflict as this will affect entire supply chain

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1) Analysing consumer needs

Understanding what consumer needs by knowing the service level output desired by consumers.

2) Setting channel objectives
Channel objectives should be stated in terms of targeted service output levels. Under competitive conditions, channel institutions should arrange their functional tasks to minimize total channel costs and still provide desired levels of service outputs.

3) Identify other major alternatives

Companies can choose from a wide variety of channels for reaching customers from sales forces to agents, distributors, dealers, direct mail, telemarketing, and the internet. Each channel has unique strengths as well as weaknesses.

4) Evaluating major channel alternatives