Sunday, April 19, 2009

Chapter 12: 2.1

Types of marketing channel functions that can be performed over the Internet:

Transactional functions:
  • Contacting and promoting--yes, the Internet would be a potential venue for contacting potential customers, promoting products and soliciting orders if the website had forms for orders and contact links. Auto contact/promotions could also be issued through the web.
  • Negotiating--not as easy to perform over the Internet, though Internet-based functions like skype and email could be easily used for negotiation.
  • Risk-taking--assuming the risk of owning inventory could be performed over the Internet only if Internet-based purchasing were involved, and not for in-person sales.

Logistical functions:

  • Physically distributing--transporting and sorting goods could be arranged through the Internet but obviously not physically completed over the Internet, unless the good was a down-loadable Mp3 file, PDF, or something of that nature.
  • Storing--physical inventories and storing of goods would not be doable over the Internet
  • Sorting--see storing

Facilitating functions:

  • Researching--this would be a natural fit for Internet function
  • Financing--credit checks and other financial services could be performed over the Internet and often are

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