Using Marketing Channels and Price to Create Value for Customers

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Part 2 – Using Marketing Channels and Price to Create Value for Customers

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Learning Outcomes

1. Marketing Channels.  Student can outline a multi-channel distribution system
2. Marketing channel strategy.  Student can recommend a marketing channel strategy for a product or service offering that assures the correct amount of intensity.
3. Value chain.  Student can discuss how each channel in the product or service offering adds value to the customer.
4. Pricing strategy.  Student can analyze a current pricing strategy and make recommendations for modifications.

Directions

• This part of the assignment assesses your ability to relate marketing mix concepts of distribution and pricing to your product or service offering.  You will also have a chance to recommend new distribution and pricing strategies based on your new target market to meet their needs.

• Answer each of the following four questions, in order, numbering each of your responses.  There is no need to repeat the question.

1. 1. Marketing channels.  To the best of your ability, outline the marketing channels of your product or service offering as they currently exist.  Refer to Figure 6.2 for some ideas.  Most product and service offerings will have more than one channel, so your system should include at least two; for example (1)  a direct channel for internet sales:  manufacturer –> customer; and  (2) an indirect channel such as manufacturer –> distributor –> wholesaler –> retailer –> customer. If your product or service only has only a direct channel, explain why.  Would this channel strategy change as a result of your new target market?  Why or why not?
   2. Marketing channel strategy.  Why type of distribution intensity strategy does your product or service currently use?  How do you know this?  Would this distribution intensity strategy change for your new target market? Why or why not?
   3. Value chain.  Referring back to your marketing channel diagram, discuss what each member of the value chain does to bring value to the consumer.
   4. Pricing strategy.  Referring to the various pricing strategies outlined in the week’s readings, which one does your product or service currently use?  Would you recommend any changes for your new target market?  If so, how would you change it and why?

General Submission Requirements

• Prepare as a word processed document (such as Microsoft Word). Use a simple 12-point font such as Times New Roman.  Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.

• Your assignment should be the equivalent of approximately five pages of double-spaced text, approximately 1/2 page for each of the eight questions (four in Part 1 and four in Part 2).  You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and Bibliography page are not part of the five pages of written analysis.

• Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment.

• Include a bibliography, which includes at least four references.

• You may use MLA or APA style, or any other college-level style guide. More information about using a style guide can be found in the UMUC’s virtual library accessible from your LEO classroom or at umuc.edu/library.

• Upload your word processed document in your LEO assignments folder by the due date in the LEO calendar.