- Continuing with the marketing plan you developed for the Midterm Assessment, complete it with according with the topics discussed in class during the 2nd part of the course with following points (but not exclusively)
1. Distribution Channels:
· Markets with direct sales (if any)
· Markets with distributors (if any)
· Markets with agents (if any)
2. Pricing Strategy:
· Pricing strategies per channel
· Take a product and show how should you fix the price according the channel
3. Communication Strategy
· Business Magazines
· Trade Shows
· Digital Tools
4. Any other factor you consider key for your marketing plan. It assesses the following learning outcomes:
1. Have an in-depth understanding of B2B market opportunities.
2. Identify and differentiate between the different and unique challenges of business markets
3. Apply and analyze the different B2Bsystems and processes
4. Have a systematic understanding of how theoretical concepts can be applied in business markets.
5. Critically appreciate B2B marketing strategy assessments and developments.
6. Apply and assess the tools for B2Bmarketing strategy development and implementation
Distribution Channels: One effective distribution channel for a product is direct sales, in which the company sells the product directly to the consumer through its own channels such as a company-owned store or website (Kotler & Keller, 2019). This can be particularly useful for companies that have a unique or niche product, as it allows them to have more control over the customer experience and build a direct relationship with the consumer. However, for companies with a larger product range or that are looking to reach a wider market, using distributors or agents can be more effective. Distributors are companies that buy products from the manufacturer and then sell them on to retailers or other distributors, while agents are individuals or companies that act on behalf of the manufacturer to sell the product to distributors or end customers (Javalgi, White, Ali, & Ali, 2020). Pricing Strategy: Pricing strategies can vary depending on the distribution channel being used. For example, if a company is using direct sales, they may be able to charge a higher price for the product as they have a direct relationship with the customer and can justify the value of the product more effectively. In contrast, if the company is using distributors or agents, they may need to offer lower wholesale prices in order to incentivize these intermediaries to carry and promote their product (Javalgi et al., 2020). Cont…
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