Marketing Management AST 1 distribution strategy application based on the following scenario.
2-3 page essay. Attached is a template to follow
Book: Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall Publishing. ISBN: 9780132102926
Scenario
A car audio manufacturer has developed a car stereo system that incorporates the latest technology. The manufacturer has decided to use two distribution channels. One channel is to move the product from manufacturer to auto makers who will install the product in new cars. The second channel is to make the product available to consumers through electronics specialty stores. The manufacturer realizes that the channels will differ in terms of length and channel membership.
Requirements
Write an essay (2-3 pages) addressing the following:
- Discuss the importance of choosing appropriate channel members.
- Identify and list at least 5 criteria that the manufacturer should use when evaluating potential intermediaries for the firm’s distribution channels.
- Discuss each criterion that the car audio manufacturer should use when evaluating potential intermediaries for the firm’s distribution channels.
No more than a combined total of 30% of the submission and no more than a 10% match to any one individual source can be directly quoted or closely paraphrased from sources, even if cited correctly.
