DISTRIBUTION STRATEGIES AND MARKETING PERFORMANCE
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- 1-5 Chapters
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- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
Successful distribution channel strategy selection, implementation, and management cannot only help to meet the shopping needs and habits of the target customers efficiently under the cost constraints of the seller; they must also mitigate the disadvantages caused by distribution channel conflicts such as double marginalization. Customer needs analysis plays a relatively small role in product development in these firms. Instead, product development is typically driven by process technology capabilities which often are the result of incremental process improvements. Unlike market-driven firms, where a focus on value (as defined by the customer) drives marketing decision making, marketing decisions in these firms often revolve around pricing issues, such as volume discounts, as the key to increasing the firm’s unit sales. The study found that the branch network, electronic pharmaceutical and multiple distributions were used by the organizations. Marketing strategies being employed by the organizations were aggressive marketing, mass marketing and value marketing. The marketing features employed by the organizations was close relationships with customers, product specialization, extensive market research, selective distribution, segmentation of market, high quality innovative products and controlled relationship with customers while increased relational norm with channel partners, intensive distribution to a mass market and low behavioral control on consumers were employed by the organizations to a moderate extent. The marketing distribution strategies results to increased sales, market share and profits, the organization being able to market changes more effectively and enhanced ability of the organization to generate, disseminate, and respond to market changes.
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