Selling To The Multichannel Consumer
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Selling To The Multichannel Consumer
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Author :
language : nl
Publisher:
Release Date : 2012
Selling To The Multichannel Consumer written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
The Impact Of The Salesperson On The Multichannel Consumer S Buying Process At The Retail Store
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Author : Cindy Rippe
language : en
Publisher:
Release Date : 2013
The Impact Of The Salesperson On The Multichannel Consumer S Buying Process At The Retail Store written by Cindy Rippe and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
The advent of the Internet, the influx of technology comparison shopping, and the evolvement of channels have increased the knowledge base of the consumer to the point where some scholars claim the multichannel consumer has more knowledge and control than the salesperson. Selling to a customer who has the control is a challenge for retailers and their sales forces. The purpose of this research is to examine the underlying decision process of the multichannel consumer and the impact of the retail salesperson. This present study tests a conceptual model that suggests multichannel consumers' perceptions of information asymmetry lead to perceived control and purchase intention. Based upon the model, the salesperson's new role is to motivate purchase intention by using adaptive selling to affect the consumer's perception of information asymmetry and perceived control. Using a scenario-based methodology tested with a sample of 307 multichannel consumers, the current investigation examined the impact of: (1) information asymmetry on the consumer's perceived control, (2) perceived control on purchase intention, (3) perceived control as a mediator between information asymmetry and purchase intention, (4) adaptive selling behavior on the consumer's perception of information asymmetry, and (5) adaptive selling behavior on the consumer's purchase intention. The findings revealed that if the multichannel consumer perceives an advantaged information asymmetry then perceived control and purchase intention will be impacted. Adaptive selling behavior affects the consumer's perceptions of information asymmetry but not perceived control. These findings can be used to help managers devise techniques to support the salesperson's ability to secure the sale with the multichannel consumer.
The Multichannel Challenge
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Author : Hugh Wilson
language : en
Publisher: Routledge
Release Date : 2008
The Multichannel Challenge written by Hugh Wilson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
While innovation in products and services continues apace, today's competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world. This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy.
Getting Multi Channel Distribution Right
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Author : Kusum L. Ailawadi
language : en
Publisher: John Wiley & Sons
Release Date : 2020-04-14
Getting Multi Channel Distribution Right written by Kusum L. Ailawadi and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-14 with Business & Economics categories.
Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, metrics, tools, and strategic frameworks for managing distribution in physical and digital channels. Focusing on the challenges of managing multiple channels of distribution in an evolving marketplace—rather than the process of designing a distribution channel from scratch—it leans more heavily on metrics and tools and incorporates perspectives from academic research, as well as in-depth case studies from marketing and general management practice. Introduces an organizing framework of pull and push marketing for how suppliers work together with their channel partners. Integrates across physical and digital, independent and company-owned, routes to market. Maps the functions of traditional and newer intermediaries in the channel ecosystem and identifies the root causes of conflict between them. Provides tools and frameworks for how much distribution coverage is required and where. Shows how product line, pricing, trade promotions, and other channel incentives can help to coordinate multiple channels and manage conflict. Illustrates how push and pull metrics can be combined into valuable dashboards for identifying positive feedback opportunities and sustaining the channel partnership. With the help of Getting Multi-Channel Distribution Right you’ll discover how to successfully develop, execute, and adapt distribution strategy to the evolving marketplace.
Multichannel Marketing Ecosystems
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Author : Markus Ståhlberg
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-11-03
Multichannel Marketing Ecosystems written by Markus Ståhlberg and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-03 with Business & Economics categories.
With dramatic changes in consumer behaviour - from online shopping to the influence of social media - marketers are finding it harder than ever to coordinate, prioritize and integrate the latest interactive channels into their overall brand-building strategy. Despite hard evidence showing the importance of digital marketing, the emphasis often remains on traditional media, with the most common social media channels being used without centralized coordination or integration with a wider marketing and branding campaign. Multi-Channel Marketing Ecosystems examines a fundamental game changer for the entire marketing industry - the seismic shift from a single TV-centric path to a multi-channel interactive ecosystem which puts digital technology at the heart of every campaign. With separate chapters on the remaking of marketing, the rise of the digital brand, conversion optimization, m-commerce, searchability in a multi-channel world and predictive marketing, Multi-Channel Marketing Ecosystems shows how marketers and brand managers can react positively to changes in consumer behaviour, building customer responses and loyalty via the full spectrum of digital media.
Multi Channel Retailing
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Author : Lynda Rose Poloian
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2015-06-01
Multi Channel Retailing written by Lynda Rose Poloian and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-01 with Design categories.
As one of the first textbooks to present a comprehensive view of multichannel retailing-the practice of trading through several selling channels concurrently-Multichannel Retailing is critical for any student preparing for today's job market. This timely and compelling textbook identifies and explains the underlying principles of e-retailing and its relationship with conventional retail methods. Strategic integration of brick-and-mortar stores, electronic retailing, and direct marketing methods form the core of the text. Multichannel Retailing examines the roots of the multichannel approach, analyzes key players, and explores the techniques that are used to develop effective online stores and synchronize cross-channel functions. This book is a guide to implementing and operating a successful e-retailing business, and it offers ideas and solutions for expanding the cross-channel capabilities of traditional retail operations. Instructors, contact your Sales Representative for access to Instructor's Materials.
100 Practical Ways To Improve Customer Experience
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Author : Martin Newman
language : en
Publisher: Kogan Page Publishers
Release Date : 2018-08-03
100 Practical Ways To Improve Customer Experience written by Martin Newman and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-03 with Business & Economics categories.
FINALIST: Business Book Awards 2019 - Sales and Marketing Category Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business. A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students. Online resources include a best practice checklist to optimize mobile apps.
Beyond Multi Channel Marketing
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Author : Maria Palazzo
language : en
Publisher: Emerald Group Publishing
Release Date : 2020-06-17
Beyond Multi Channel Marketing written by Maria Palazzo and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-17 with Business & Economics categories.
Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.
Multichannel Retailing
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Author : Huan Liu
language : en
Publisher: Foundations and Trends (R) in Marketing
Release Date : 2018-12-19
Multichannel Retailing written by Huan Liu and has been published by Foundations and Trends (R) in Marketing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-19 with categories.
Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased dramatically. Thus, an updated understanding of how retailers and consumers influence and interact with each other in multichannel retail contexts is required.
Development Of Multichannel Marketing In The Pharmaceutical Industry
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Author : Alexander Wick
language : en
Publisher:
Release Date : 2021
Development Of Multichannel Marketing In The Pharmaceutical Industry written by Alexander Wick and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with categories.
Bread is bought from the baker on the street corner, the used car is available from the dealer downtown, and the kitchen accessories from the teleshopping channel are ordered by phone. Selling the goods was easy for companies because of the focus on a single sales channel - so-called single-channel. The sourcing details, the where, the when and the how of the availability of products and services were determined by the offering company without any say from the consumer or buyer. The digital revolution changed this by altering the existing channels; new channels such as e-commerce and later mobile shopping also expanded the sources of supply. Consumer behavior was constantly evolving due to new information and communication technologies. Consumers and shoppers began to demand a wide choice of sales channels in addition to extensive product selection and 24-hour service. The selection of a personal favorite became in demand. Maintaining competitiveness required companies and retailers to restructure the distribution channel to include multiple options. Thus, multichannel marketing became established.