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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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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.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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