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It Explane About Dual And Single Channel In Bto B Marketing

300 words - 2 pages

Dual Channel MarketingDual channel marketing occurs when firms sell virtually the same products and /or services to both consumers and businesses.Dual marketing channel arise for several reasons.*a product is the first sold in the business market and then is adapted to the consumer market*As sales grow, economies-of scale can be created.Another type of dual channel ...view middle of the document...

Image Concerns in Dual Channel MarketingWhen a company sells virtually the same product to two markets, image transfer occurs. Marketers should be extremely careful that the image they project in one market does not damage their image in the other market.Differences and similarities in Dual MarketsWhen there are substantial differences between the two channels, the typical tactics are to*Use difference communication message.*Create difference brands.*Use multiple channels or different channelsIn most cases, business customers and consumer seek the same basic benefits from products. In these situations, a single strategy for both markets is best. Tactics that should be used include.*integrating communication messages*selling the same brand in both markets*scanning both markets for dual marketing opportunitiesThere are two advantages to integrating consumer markets with business markets:1)synergies2)economies-of-scale

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