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changes in the environment affect marketing decisions

Develop a distribution system for the chocolate bar manufacture.

Include the following:
-An overview of distribution channels
Channel Levels - direct versus indirect distribution
Channel Organizations - conventional, vertical, horizontal, and multichannel marketing systems
-Analyze your target market's needs. Explain what you know about your target market and what they want from a channel of distribution.
-Determine which channel members you will use and explain why.
Indirect - retailer, wholesaler, dealer, manufacturer's rep, etc.
Direct - catalog, telephone, sales force, etc.
-Discuss how many channel members you will use and explain why (intensive distribution, exclusive distribution or selective distribution).
-Recommend a channel organization and explain why (conventional, vertical, horizontal or multichannel marketing system

Solution Preview

With regards to the marketing of the chocolate bar the environment affects marketing decisions. if there is a change in the indirect taxes that impact chocolate bar there will be an effect on the pricing decisions. In addition, there may be changes in the size of the bar so that the indirect tax does not impact the sales of the chocolate bar. If the overall economic conditions decline there must be marketing decisions to protect the market share of the chocolate bar as well as the revenues. There might be changes in the product size/packaging, price, distribution network, and promotion in reaction to changes in the economy. Further if there are changes in the society there will be changes in the marketing strategy of the chocolate bar. Currently, there is a social trend of health consciousness and so the marketer reacts with more organic chocolates, sugar-free chocolates and health enhancing black chocolate bars. finally, changes in technological factors can also lead to changes in marketing strategy. Consider this, if there is an improvement in the technology for making chocolates so that the chocolate does not melt or get spoilt in the hot weather of the tropics the marketer should introduce more products in the tropics and capture a new market for the chocolate bar.
Marketing research and marketing information is critical in decision making. Continuing with the chocolate bar example, the marketer needs information about the chocolate bar markets trends and size. In addition, it helps make decisions about defining the target market, selecting the right segment, and making marketing mix decisions relating to targeting the particular chocolate bar market.
Buyer behavior in the chocolate bar market is varied. Users buy chocolate bar to satisfy their hunger, to feel ...

Solution Summary

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