Marketing Channel Benefits
- This module will define the scope and importance of marketing channels in the firm's route-to-market strategy. A case example involving distribution of oral rehydration salts in Africa will be used as an example of the trade offs, objectives, and practical solutions that a channel strategist would employ. This module will also overview the course structure and the general framework for developing your channel strategy, solving route-to-market problems, and the organization of the course content. Begin by downloading the slide deck in the reading section to annotate and follow along with the video lecture.
- EXPLOSIVE CHANNEL VALUE
- In this session, we will consider how marketing channel strategy can be a source of value, leading to revenue growth via the identification of new customer segments or intensifying existing segment purchases. A series of examples will illustrate how innovative routes-to-market can result in explosive value and differentiated product-channel offerings that can become the basis of competitive advantage.
- CHANNEL BENEFITS
- Overviews the most common channel benefits desired and valuation differences. Provides a case example of how these preferences can and should drive key channel decisions, like whether a grocer should offer an online channel to customers.
- AUDITING BENEFITS
- This session will illustrate how to use a channel benefit audit tool to guide channel solutions and resource priorities. The channel benefit audit is fundamental to informing decisions around positioning, pricing, and competitive advantage.