Homework Help is Here – Start Your Trial Now!
Business
Marketing
Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors. Your vice president of marketing has recommended adding a direct web-based distribution channel. As the CEO, you are concerned that this change will result in channel conflict. What are the benefits and drawbacks of this strategy? How do you think different types of customers, wholesalers, distributors, and competitors will react if this strategy is implemented (from Kotler, p. 285)?

Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors. Your vice president of marketing has recommended adding a direct web-based distribution channel. As the CEO, you are concerned that this change will result in channel conflict. What are the benefits and drawbacks of this strategy? How do you think different types of customers, wholesalers, distributors, and competitors will react if this strategy is implemented (from Kotler, p. 285)?

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
See similar textbooks
icon
Related questions
Question

Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors.  Your vice president of marketing has recommended adding a direct web-based distribution channel.  As the CEO, you are concerned that this change will result in channel conflict.  What are the benefits and drawbacks of this strategy?  How do you think different types of customers, wholesalers, distributors, and competitors will react if this strategy is implemented (from Kotler, p. 285)?

Expert Solution
steps

Step by step

Solved in 3 steps

SEE SOLUTIONCheck out a sample Q&A here
Blurred answer
Knowledge Booster
Multichannel marketing
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.
Similar questions
  • SEE MORE QUESTIONS
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning
SEE MORE TEXTBOOKS