Cosutomer Focus

Profit Orientation

Organization Intergration

Strategy

Planning

Implementation

Evaluation 

mkt.Penetration

mkt.Development

New Offering Development

Diversification

4 P's

Promotion

Product

Price

Place

viable market in the future 

it will last

Adverstising

Personal selling

sales promotion

PR

word of mouth

1. Induce initial sales - cummunicaton aids movement through adoption process= unawarness-awareness-knowledge-preference-purchase
2. post-purchace satisfactions

1. buyer information requrements 
2. nature of offering- ( complexity, frequency of purchase,cost, benifits,differentiation)
3. target market characteristics
4. organization capacity

1. offering is complex
2. purchase is risky
3. early in life cycle
4. long sales interval
5. limited fuds for mass advertisint 

1. Desired Coverage (desity types- intesive, exlusice, selective)
2. Satisfy Buyer REquirments 
3. Maximize Revenue/Minimize cost

1. limited number of buyres
2. buyers easliy identified
3. geographically concentrated
4. product is comlex
5. firm has a wide variety of products
6. firm has suffencient resources
7. inderict intermediaries are not available/skilled
8. need to control channel activites 

one member is engged in behavior that is prventing another from achieving goals

(clash of goals or methods among the members)

1. channel member bypasses another channel member ans sells or buys direct
2. Distribution of Profit Margins 
3. channel not giving the product adequate attention 
4. competitors allowed to carry only select items rather than full product line
5. Goal incompatability ( focusing the profit of the distributor and not the manufactures market share)
6. Role incongruence (mcdonalds selling hot dogs)
7. communication breakdowns (manufactuere changes maket mix with not notification )
8. ideological differences ( retailer belives customer is alwasy right and lets return and manufature things they are trying without buying)