Marketing and Product
Question 1 (Debate)
Some marketers, feel that the image of a particular channel in which they sell product does not matter- all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images- such as retail store- can be critical and must be consistent with the image of the product.
Take a position and justify:
Whether channel images do not really affect the brand images of the products they sell versus channel images must be consistent with the brand image
(A) Pro: Here the argument may be that buyers purchase products and services to satisfy their needs and wants. Consumers in their purchasing decision process, they may have the image of the product and services in mind based on the reputation of the company that produces product or offers services preferred by consumers. Thus to such consumers where to buy the product or services may be not important as long they have products or services that will provide them with satisfaction (Blyth,2005).
Marketers who favor product’s brand image over channel image may hold the argument that products with strong brand name and strongly advertised will always be sought after by customers who need them regardless where they are being displayed.
Distribution issues come into play heavily in deciding brand level strategy. In order to secure a more exclusive brand label, for example, it is usually necessary to sacrifice volume; it would do no good, for Mercedes-Benz to create a large number of low priced automobiles. Some firms can be very profitable going for quantity where economies of scale come into play and smaller margins on a large number of units add up e.g., McDonald’s survives on much smaller margins than upscale restaurants. Some firms choose to engage in a niche strategy where they forsake most customers to focus on a small segment where less competition exists e.g., opening a retail clothing store for very tall people. (Blyth, 2005).
Some marketers, feel that the image of a particular channel in which they sell product does not matter- all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images- such as retail store- can be critical and must be consistent with the image of the product.
Take a position and justify:
Whether channel images do not really affect the brand images of the products they sell versus channel images must be consistent with the brand image
(A) Pro: Here the argument may be that buyers purchase products and services to satisfy their needs and wants. Consumers in their purchasing decision process, they may have the image of the product and services in mind based on the reputation of the company that produces product or offers services preferred by consumers. Thus to such consumers where to buy the product or services may be not important as long they have products or services that will provide them with satisfaction (Blyth,2005).
Marketers who favor product’s brand image over channel image may hold the argument that products with strong brand name and strongly advertised will always be sought after by customers who need them regardless where they are being displayed.
Distribution issues come into play heavily in deciding brand level strategy. In order to secure a more exclusive brand label, for example, it is usually necessary to sacrifice volume; it would do no good, for Mercedes-Benz to create a large number of low priced automobiles. Some firms can be very profitable going for quantity where economies of scale come into play and smaller margins on a large number of units add up e.g., McDonald’s survives on much smaller margins than upscale restaurants. Some firms choose to engage in a niche strategy where they forsake most customers to focus on a small segment where less competition exists e.g., opening a retail clothing store for very tall people. (Blyth, 2005).
Bibliography: David Arnold, (November to December, 2006) “Seven Rules of international Distribution” Harvard Business Review. Kerin, Hartley & Rudelius (2007). Marketing: The core. 2nd Edition. McGraw-Hill International Edition. Kotler, P. & Armstrong G. (20008) Principles of Marketing. 12th Edition. Prentice Hall. Philip Kotler & Kevin Lane Keller (2009) Marketing Management (13th Edition) Pearson Education International: Pearson Prentice Hall. PJ du Plessis, CJ Jooste, JW Strydom (2005) Applied strategic marketing second Edition: Heinemann Msweli-Mbanga, T. (2004). The 8Rs of Direct selling. Van Schaik. http://www.davedolak.com/promix.htm-Advert