Six Classic Distribution Paradigms for Global Marketing Channel Strategy

Global marketing has become an established fact of life for more and more businesses. Along with the large multinational corporations that have been operating on a global scale for decades, many middle market or even relatively small firms have already or will soon need to enter the global marketplace to enhance their long-term viability (Czinkota et al 1995). The growth of Internet- based e-commerce has accelerated this global trend. Marketing channels which provide the institutional structure that connects firms to the markets they serve have not escaped this global environment. In today's world, marketing channel structure and strategy must be formulated in the context of globalization. The six distribution channel paradigms discussed are characterized as 'classic' because they have all appeared in the scholarly literature associated with marketing channels and distribution systems for many years and in some cases many decades.Global Marketing; Channel Strategy; Disintermediation; Functional Shifting; Channel Flows; Marketing Channel; Channel Conflict; Channel Power

Marketing Channels: A Management View -8/E

This eight edition of Marketing Channels: A Management view has been revised to address the new multi-channel challenge of the twenty-first century. Throughout the book new high-tech channels options such as mobile commerce and channels associated with social networks, have been integrated into various topical areas of channel management. This new edition focuses even more sharply on the need to view marketing channels as a strategic component of the marketing mix, along with the other strategic components of product, price, and promotion

Marketing channels. A management view. Hinsdale, Dryden Prees, (1978). 3., H05 p.

ERRORMISSING26

Consumer Knowledge and External Pre-Purchase Information Search: A Meta-Analysis of the Evidence

Purpose: This research reviews numerous studies of the relationship between consumer knowledge and external search in conventional marketing channels to investigate differences among these studies that have produced conflicting results. The findings provide a benchmark for future researchers and practitioners seeking to gain insight into consumer information search processes unfolding in the new environment of online, mobile, and social networking channels. Methodology: A meta-analysis of an extensive array of empirical studies of the relationship between consumer knowledge and external information search was conducted. Regression analysis was used to test whether certain characteristics in the studies can explain variability in the effect sizes in which effect sizes are entered as dependent variables and moderators as independent variables. Findings: Objective and subjective knowledge tend to increase search, while direct experience tends to reduce search. Consumers with higher objective knowledge search more when pursuing credence products. However, they search relatively less when pursuing search products. Consumers with higher subjective knowledge are much more likely to search in the context of experience products, but as is the case for objective knowledge having little effect on search for experience products, subjective knowledge has no significant effect on information seeking for search products. In addition, objective knowledge facilitates more information search in a complex decision-making context while higher subjective knowledge fosters more external information search in a simple decision-marketing context. Finally, the findings indicate that the knowledge search relationship reflects strong linkage in the pre-Internet era. Originality: Relatively little is known about how the relationship between knowledge and information search varies across different types of products in simple or complex decision-making contexts. This study begins to fill this gap by providing insight into the relative importance of objective knowledge, subjective knowledge, and direct experience in influencing consumer information search activities for search, experience, and credence products in simple or complex decision-making contexts

Customer intention to return online: price perception, attribute‐level performance, and satisfaction unfolding over time

Purpose: Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper seeks to fill this gap in the literature. Design/methodology/approach: This paper builds propositions about the role of price and customer satisfaction at different stages on customers\u27 intention to return. Research hypotheses are developed based on theory from the combined literatures of services, product pricing, and behavioral decision theory. Data from the e‐retailing industry related to two specific periods of shopping experience (at checkout and after delivery) are used in the empirical tests. Structural equation modeling is employed to test the hypothesized relationships. Findings: The findings of this study indicate that after‐delivery satisfaction has a much stronger influence on both overall customer satisfaction and intention to return than at‐checkout satisfaction, and that price perception, when measured on a comparative basis, has a direct and positive effect on customer overall satisfaction and intention to return. Research limitations/implications: The data are only available from surveying customers who have made purchases. Future study can investigate how satisfaction with shopping convenience has impacted customer acquisition. Measures of actual return behavior, as opposed to behavioral intentions, will also enhance the validity of the study. Practical implications: This paper concludes that excellence pre‐sales service is not necessarily an advantage that allows e‐tailers to develop customer retention. In fact, e‐tailers might command higher customer retention through providing good performance in after‐delivery service and continuously generating favorable price perceptions among customers because both have a strong and positive influence on return intention. Originality/value: This research conceptualizes and explores different aspects of satisfaction that unfold over time, regarding customers\u27 whole shopping experience with a particular e‐retailer. It is a pioneer work that empirically investigates the relative contribution of at‐checkout and after‐delivery satisfaction in generating intention to return to an e‐tailer