Placement: Making it easy for customers to buy.
Running an online webstore? Farmer’s market? Consignments? Trade show booths? Learn the pros and cons of different options for placement of your product or service in order to ensure that customers can buy from you…conveniently. Consider cross-platform options and make placement choices to target different market segments.
Overall Learning Goal
After completing this learning module, learners will understand the value of placement in successful marketing, and will have a path to follow to create an effective and efficient placement strategy for their own social enterprise product or service.
To help achieve this learning goal, learners will…
Understand and be able to explain the following key points…
Placement is a key element of any marketing mix
Sound placement strategy ensures that customers are able to buy from your social enterprise
There are four categories of factors to consider in developing a placement strategy
There are both direct and indirect distribution channels
Distribution channels allow for products and services to be placed in the market for purchase
Be able to use the following skills, tools, processes, procedures…
Consider a plan that suits growth in sales volumes
Determine whether direct or indirect distribution channels are best suited for their business needs
Choose between three distribution strategies: intensive, selective or exclusive
Evaluate an external fulfillment service contractor
Actually do the following tasks…
Define the specific needs of their customers, company, product and market to inform a sound placement strategy
Choose whether they wish to fulfill orders for their product or service, or if it is better for their marketing objectives to hire a fulfillment or shipping contractor
Apply a matrix of benefits and drawbacks of different distribution channels to their own specific lines of business
Choose the best few placement options for any given line of business, based upon comparative cost analysis
By completing/passing this course, you will attain the certificate Course Completion Badge
Last Updated: February 15, 2019
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