Channel Structures
Assessing the Effectiveness of Channel Structures, Global Advertising Campaigns and Sales Promotions on Profitability
The synchronization of channel structures, global brand management and advertising campaigns, and sales promotion all must be continually strengthened over time for companies to stay on course to their objectives. Best pr5actices in multichannel management in both B2C and B2B contexts is predicate don keeping these three attributes coordinated, tightly integrated and moving together towards a common objective (Bellin, 2006). The intent of this paper is to evaluate which factors most influence channel structures and strategies of global markets, define how global brands and advertising campaigns benefit a company, and define the role of sales promotion in the marketing mix, analyzing how they vary between industrial and consumer products.
Introduction
Of the many factors that influence channel structures and strategies that are available to global marketers, the most prevalent are those that have to do with customer relationships and the formation of trust (Karray, 2011). This pervades all other factors, as companies must move away from being entirely focused on designing their distribution channels to only accomplish transactions, and instead concentrate on creating long-standing relationships with customers. A secondary factor that influences channel structures and strategies are global brand advertising campaigns, an area analyzed and discussed (Bengtsson, Bardhi, Venkatraman, 2010). A third factor is the role of sales promotion in the marketing mix, and how that specific strategy varies between consumer and industrial products and services, further making channel structures and strategies more unique (Dogan, 2010).
Attaining Profitability Through Channel Management, Brand and Marketing Mix Integration
Distribution channel structures and strategies must stay in step with branding, advertising and sales promotion strategies if all three are to contribute to higher level of sales and profitability (Yoo, Lee, 2011). Of these three areas however, channel structures and strategies are the most specific...
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