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Peer Discussion
I agree that using multiple channels (direct and indirect) can be useful, given that in a crowded information marketplace, consumers will often not even register that a product exists unless they are bombarded with advertisements for it, including seeing the product on Amazon as well as Google or Facebook advertisements that direct the consumer to click on the company website. Also, with products that have multiple marketing segments, different channels may be essential. For example, while younger consumers may prefer to buy online, older consumers may demand the ability to access a tangible item to hold or try on in a retail store. But no companys budget is limitless, and the value of the greater number of sales accessed via multichannel distribution must be weighed against the costs of entering into relationships with retailers. Some companies minimize channel conflict, as described in Kotler & Keller (2016) by beginning selling through one channel (such as a website) and then branching out as the company grows more solvent and popular.
References
Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Upper
Saddle River, NJ: Pearson/Prentice Hall.
Peer Discussion 2
Knowing the target market and customer buying patterns is critical to minimizing channel conflicts. I also agree multichannel marketing allows a company to effectively engage in risk managementwhen a product is not available at a retail location, customers may seek out a different size or variety on the companys website or a retailers website. On the other hand, even consumers who make purchased online may also like to visit a retailer and to buy a product directly if they are uncertain or if the product is a new addition to the companys brand. On the other hand, the idea that channel conflict can hamper goals is also a reality (Kotler & Keller, 2016). Consumers may be confused if the product is priced or promoted differently when they encounter it in different locations.
References
Kotler, P.T. & Keller, K.L. (2016). A framework for marketing management (6th ed.) Boston,
MA: Prentice Hall.
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