Question Details

Phase 2 Individual Project Deliverable Length: 900Â-1250 words Details: You recently submitted a report to the Vice President of Marketing recommending that the company establish a direct-marketing channel for its products. As a result of that report, the VP has decided to promote you and place you in charge of establishing a direct-marketing system where customers can purchase products directly from the company's Web site. Several major retailers in your existing distribution network are not happy about the company's plans. They argue that disintermediation will deprive them of customers, and they have even threatened to drop your company's product lines. These retailers account for about 65% of sales. You have called a meeting of your associates to discuss this problem. Share your thoughts with them on these issues: •What answer can you offer to your retail partners? •Should the company adopt a direct-marketing model like the ones used by major competitors in the market or adopt a system similar to the one in which Web orders are forwarded to local retailers who complete the orders and get sales commissions? •What are the benefits of your marketing plan? What are the drawbacks of each plan? •How will this marketing plan be carried out? â—¦Product: What products or services will be sold? â—¦Placement: What types of marketing vehicles will be used? What will be the frequency? â—¦Pricing: What will be the price range for each type of product or service? â—¦Promotion: Who is the target market? What are the features and benefits? What is the competitive advantage? Your assignment should be 900Â-1250 words. If you would like assistance with using APA style, click "Learning Center" in the top navigation bar to navigate to the Learning Center. Once in the Learning Center, click "Learning Labs." Here, the APA Style Lab is available to assist you with APA style. From the left navigation bar, click "Course Materials" under "Interactive Learning." This will allow you to view the supporting multimedia or text-based materials for this Phase.  

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