Customers' diverse needs require diverse channels

Article Abstract:

Business marketing firms are establishing multiple marketing channels to improve customer service and serve their clients needs. The Business Imaging Systems Div of the Eastman Kodak Co has a three-layer distribution system which includes direct sales, brokers and distributors, and a components marketing organization. These channels market consumables, imaging technology and services. A standard for all channels has been set by Kodak to maintain quality control. Moreover, a commission structure has been set up to preclude adverse competition among channels that will bring about confusion in the market.

Photographic equipment and supplies, Photographic equipment and supplies-wholesale, Distribution, Company Profile, Eastman Kodak Co.

---

The final link in the marketing chain: incentives can make the difference in motivating distributors

Article Abstract:

Creative non-cash incentives for distributors are an essential component in the marketing chain because they serve as links between manufacturers and customers. They help motivate distributors to sell a manufacturers products. In planning such incentives, manufacturers should conduct extensive research to determine the impact of incentives on sales. After evaluating an incentive's impact on sales, manufacturers should clearly explain its objectives and mechanics to distributors. One of the most recent forms of non-cash incentives is the debit card system.

Usage, Compensation and benefits, Distributors (Commerce), Incentives (Business)

---

B-to-B trends point to major role for DM

Article Abstract:

Business-to-business marketing evolved from solo sales responsibility to teamed marketing. The job of acquiring customers initially rested on business-to-business marketers only, while the function of retaining them was borne by the sales staff. Customer reactivation was then non-existent. With the growth of databases, the goals of customer acquisition, retention and reactivation are now achieved through marketing and sales teamwork.

Sales Management, Analysis, Economic aspects, Business-to-business market, Business to business market

Similar abstracts:

• Abstracts: Music to a researcher's ears. To grow or not to grow
• Abstracts: Subdividers may use costs of future improvements to limit gains on sales. A simplified method for deciding whether to make fourth quarter asset purchases
• Abstracts: The US debt hangover and its consequences. A tale of two nations. When does a squeeze mean growth?
• Abstracts: Partnership regs. apply sale rules to some distributions. Partnership regs. attach gain to some distributions
• Abstracts: Atmel Corp. Vitesse Semiconductor Corp. Cypress Semiconductor Corp

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.