Marketing Intermediaries, Distribution Channels, and Promotion Strategies
Types of Marketing Intermediaries and Characteristics
Agents
The agent, as a marketing intermediary, is an independent individual or company whose main function is to act as the primary selling arm of the producer and represent the producer to users. Agents take possession of products but do not actually own them. Agents usually earn profits from commissions or fees paid for the services they provide to the producer and users.
Wholesalers
Wholesalers purchase products in bulk and store them until they
Read MoreEssential Concepts in Modern Digital Marketing Strategy
Microtargeting: Definition and Function
Microtargeting is a marketing strategy that uses consumer/prosumer data to identify individuals or small groups of like-minded individuals and influence their thoughts or actions. It works much like traditional demographic and geographic targeting, except that it operates at the individual, or “micro” level.
A/B Testing and Multivariate Testing
A/B Testing (Split Testing)
A/B Testing lets you compare up to three different versions of a message for any campaign.
Read MoreDefining Market Segments: Micromarketing Strategies
Market Segmentation and Micromarketing
Market segmentation involves using micromarketing, where firms adjust their programs to the needs and desires of precisely defined market segments (geography, demographic, psychographic, or benefits).
The final form of market segmentation is individual marketing (marketing by one), where the firm adapts its product or program for the needs of a specific consumer or organization.
The Rise of Micromarketing
The year 1990 became known as the “age of supersegmentation”
Read MoreMastering Strategic Positioning for Business Success
Strategic Positioning
The Apple Example
For years, Apple has been the gold standard in strategic positioning. How did it achieve this? By carving out a niche as the premium option in the technology world without sacrificing functionality. Other companies have followed suit, and now Apple holds 19% of the worldwide mobile phone market, followed by Samsung with 18% and Xiaomi with 13%. (For positioning, there must be differentiation.)
While many factors fuel Apple’s success, one of the most important
Read MoreBuilding a Powerful Brand Architecture Strategy
A robust brand architecture strategy helps marketers (mkrs) determine which products and services to introduce, and which brand names, logos, and symbols to apply to new and existing offerings.
Main Roles of Brand Architecture
- To Clarify Brand Awareness: Improve customer understanding of the offerings.
- To Improve Brand Image: Maximize the transfer of equity across products.
Three Steps to Develop an Effective Strategy
To successfully execute a brand architecture strategy, marketers should utilize brand
Read MoreCore Marketing Strategy, Mix (4Ps), and Consumer Behavior Fundamentals
Marketing Foundations: Definitions & Mix (4Ps)
- Marketing: Process of creating, communicating, delivering, and exchanging offerings that have value.
- Needs vs. Wants: Needs are basic requirements; Wants are specific desires shaped by culture and marketing.
- Exchange: Buyer/seller trade that satisfies both parties.
- Marketing Plan: Document outlining situational analysis, mission/objectives, strategy, tactics, and evaluation.
- CRM (Customer Relationship Management): Building and maintaining profitable