Creating a Differential Advantage Although skills and resources are the sources of competitive advantage, they are translated into a differential advantage only when the customer perceives that the firm is providing value above that of competition. The creation of differential advantage, then, comes with the marrying of skills and resources with key attributes (choice criteria) … Read more
Types of Distribution Channels Industrial channels tend to be shorter than consumer channels because of small number of ultimate customers, the greater geographical concentration of industrial customers, and greater complexity of the product which require close manufacturer-customer liaison. Consumer channels are normally longer because a large number of geographically dispersed customers have to be reached. … Read more
Sales Promotion Objectives The most basic objective of any sales promotion is to provide extra value that encourages purchase. When it is targeted at consumers, the intention is to stimulate consumers’ purchase. When the trade is targeted, the objective is to induce distributors to push the product. Sales Promotion Objectives are as follows: 1. Fast … Read more
