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Marketing Channel -Delivery Customer Value

Marketing Channel -Delivery Customer Value

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Published by myra
Delivery customer value
Delivery customer value

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Categories:Types, Presentations
Published by: myra on Oct 11, 2013
Copyright:Attribution Non-commercial

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01/17/2015

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Chapter 8 
Marketing Channels 
Delivering Customer Value  
 
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall 
10- 2
1.
Explain why companies use marketingchannels and discuss the functions thesechannels perform.
2.
Discuss how channel members interact andhow they organize to perform the work of thechannel.
3.
Identify the major channel alternatives open toa company.
4.
Explain how companies select, motivate, andevaluate channel members.
5.
Discuss the nature and importance of marketing logistics and integrated supplychain management.
Rest Stop
Previewing the Concepts
 
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall 
10- 3
Competitive Market 
Background: 
Hertz and Aviswere historically #1 and #2 incar rental market. In the late
1990’s Enterprise became #1
in revenues, profits, locationsand cars, and is currently 50%larger than Hertz.
How Did They Do It? 
 
Enterprise catered to the
“home
-
city” market via rental
sites in neighborhood areas.
Enterprise’s offer to pick
customers up at repair shops,accident sites, etc., becamethe theme of its valueproposition.
Enterprise Leaves Competitors in the Dust!
First Stop
Growth at Enterprise 
Tapping New Markets: 
 Enterprise expanded distributionto the airport market, andacquired Vanguard Car Rental
group in 2007. More recently,
Enterprise has ventured into the
“car 
-
sharing” and hourly rentalmarket, called “WeCar,” in
densely populated areas where
many don’t own vehicles.
 
Customer Satisfaction is Key: 
 
Enterprise uses the ESQi(Enterprise Service Qualityindex) to measure satisfaction;
managers aren’t promoted
unless customers are satisfied.

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