Demand stimulus - Marketing Management

In addition to marketing channels satisfying demand by supplying goods and services in the right location, at the correct quantity and price, they should stimulate demand through promotional activities of retailers, manufacturers and wholesalers. In this way, a marketing channel should be viewed not just as a demand satisfier, but as an orchestrated network that creates value for consumers through the generation of form, possession, time and place utilities.

We start by examining ways in which distribution systems are designed and how channel policy is determined, depending on the degree of market exposure sought by a company.

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