Big players scrambling for distribution channels
Article Abstract:
Computer companies are changing their distribution channels, as alternative distribution channels are becoming more efficient. Microsoft, Redmond, WA, is penetrating the value added retail distribution channel with the introduction of a new family of Microsoft Solution Partner programs. Dell Computer, Austin, TX, is marketing its computers in computer superstores, including CompUSA and Wal-Mart Stores. IBM, New York, NY, has become involved in direct marketing. Microsoft has changed its packaging to suit its penetration of the retail market. Firms are also becoming involved in the direct response channel, working with mail order distributors to design catalogues. Value added resellers (VARs) are playing a greater part in the plans of computer manufacturers.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
User Contributions:
Comment about this article or add new information about this topic:
Closing the books
Article Abstract:
MCI Communications Corp (MCI), Data General Corp, 3Com Corp and Toshiba Corp discontinued the publication of their customer-targeted magazines amid the launching of new publications by other companies. Data General cited budget limitations as the reason for discontinuing Profiles magazine. 3Com Corp's decision to concentrate on its main businesses prompted it to sell its magazine, 'Connect: The Journal of Computer Networking,' to International Data Group. MCI and Toshiba had both attained their purpose of educating customers about their products through their magazines, so publications were discontinued.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
User Contributions:
Comment about this article or add new information about this topic:
Marketing assists product design; HP tries to anticipate customers' demands
Article Abstract:
Hewlett-Packard Co's (HP) innovative practice of incorporating marketing groups into its product development plans has led to considerable success for its products. The future enhancements of a product are given serious consideration during the product's original research and development stages. HP's development concept is based on the belief that each new product is just the first version of a series of new benefits. The advertising of new products has been altered to highlight not only the products specific features but also their enduring image.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Sales strategy: charting a new course in turbulent markets. Services marketing - who's the customer and what's the competition?
- Abstracts: Order form and information in securities markets. Time and the process of security price adjustment
- Abstracts: Farming it out: contract publishers help marketers produce customer-targeted magazines. 'Vocal' marketers demand more of publishers
- Abstracts: Recent cases and rulings. Tax Court Lacked Jurisdiction in Affected Items Proceeding to Redetermine Deficiencies Resulting From Partnership Adjustments
- Abstracts: A new set of players drives technology purchases, study finds. Brand, not channel is critical factor for info tech buyers, study says