Marketing channel

eBook: Marketing Channel Strategy

Eight Edition Robert W. Palmatier, Louis W. Stern, Adel I. El-Ansary Pearson

Chapter 2_End-User Analysis Segmenting and Targeting

LEARNING OBJECTIVES Understand the central role played by end-users and their demands in the design of marketing channels. Define “service outputs” and identify and analyze them. Recognize how to divide a market into channel segments for the purposes of marketing channel design or modification. Understand how to target channel segments to optimize sales and profits. […]