Managing, Delivering Marketing Programs: Peoples Bank, distribution channel, rewards
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Managing and Delivering Marketing Programs
Part One:
1. How would you, a manufacturer of exercise equipment, benefit from the addition of another channel of distribution to the two-level channel it now uses?
2. When motivating channel members, you have several sources of power from which to draw. Coercive Power, Reward Power, Legitimate Power, Expert Power, Referent Power. Give an example of how each can be used.
Part Two:
Visit the Peoples Web Site (www.peoples com.) After looking at the home page, follow the link to read about Online services and click for a demonstration of People's Online. Next, follow the Insurance link and dig deeper by clicking on Auto, Home, and Other Personal Insurance.
What role is Peoples.com playing in distribution of these insurance products?
What is the length of the channel the bank uses to distribute its own checking accounts products?
How would you describe the channel positioning of People Bank?
What is People's unique selling proposition (USP) OR unique value proposition?
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Solution Summary
In a 927 word solution, the response presents a good and detailed explanative answer to each question.
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How would you, a manufacturer of exercise equipment, benefit from the addition of another channel of distribution to the two-level channel it now uses?
I would benefit from the addition of another channel because it would help me sell more equipment, allow me to charge different prices in different channels, introduce new products and help reposition my product. For instance, if the new channel were an internet site, I could charge lower prices on the site, introduce a new jogger I wanted to and help position a new brand which I have launched but is languishing.
2. When motivating channel members, you have several sources of power from which to draw. Coercive Power, Reward Power, Legitimate Power, Expert Power, Referent Power. Give an example of how each can be used.
Coercive Power: I can compel channel members to carry my new products if they want my well established products. Reward Power: I can offer a slightly higher commission to those retailers who sell more than $100,000 of my goods, Legitimate Power: I can use my power to take disciplinary action against channels by suspending them for a month, Expert Power: I can provide special training to the retailer so that he can display his goods more effectively, so that his sales improve. Referent Power: The retailer is made to feel that his offerings are not complete without my products on his shelf, in fact he is so ...
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