Marketing Channels

QUESTION

1. Make a list of products you believe failed because of poor marketing channel choices.Ch 8

2. Why do marketing professionals care about and participate in supply chain decisions? Ch 9

3.Are small business owners at a disadvantage if they lack the marketing research resources large companies have? Why or why not? Ch 10

ANSWER

Marketing Channels

MARKETING CHANNEL CHOICE FAILURE

The choice of marketing channel has a huge influence on the market performance of a product and whether a product reaches its target market. The following products failed as a result of the poor choice of marketing channels. The Crystal Pepsi product introduced by PepsiCo in 1992 failed as a result of poor marketing. The company advertised the drink as a pure diet and a healthy beverage (Glass 2014). However, customers realized that the drink tasted just like the original Pepsi, failing to get convinced that it was a diet beverage. In 1957, Ford company introduced a vehicle, Edsel. The vehicle was a high-end mid-sized car that was advertised aggressively using expensive ads, which raised the expectations of the customers. The car was more expensive than what customers were used to paying and the features advertised were unreliable (Hanawalt and Rouse 390).

PARTICIPATING IN SUPPLY CHAIN DECISIONS

Marketing professionals are usually involved in supply chain decisions because they need to prove themselves and make sure that the supply chain decisions made support their preferred marketing strategies. Their role in such decisions is to make sure that everything goes smoothly to ensure cost reduction and profit maximization.

MARKETING RESEARCH RESOURCES

Owners of small businesses are at a loss for not having as much marketing research resources as large companies. It is through proper marketing research that an organization is able to identify the best marketing strategies or strategies that will work for it (McDaniel and Gates 2013). However, small business owners can still achieve marketing success by borrowing the marketing strategies of successful companies or through trial and error. Large companies have adequate resources to conduct necessary marketing research for the adoption of effective marketing strategies.

Works Cited

Glass, Sandie. “What were they thinking? When the fizz went flat for Crystal Pepsi.” Fast Company, January 4 (2014).

Hanawalt, Edward S., and William B. Rouse. “Car wars: Factors underlying the success or failure of new car programs.” Systems Engineering 13.4 (2010): 389-404.

McDaniel, Carl, and Roger Gates. Marketing research. Singapore, 2013.