Question

Topic: Student Questions

Consumer Marketing And The Actual Customer

Posted by Anonymous on 5/11/2006 at 9:15 PM ET 200 Points
Even though consumer marketers market their products to individual consumers its the distributors/resellers/retailers that who are the actual customer.


How do consumer marketers make marketing mix decisions for the consumer and the trade at the same time?

Who should the consumer marketer view as his real customer the consumer or the trade?In terms of profitability?
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RESPONSES

  • Posted by wnelson on 5/11/2006 at 9:33 PM Accepted
    I disagree with your first sentence. Consumer marketign markets to the consumer. Effective channel strategy has to have "pull marketing" - where the consumer demand increases because of the marketing efforts of the consumer marketing.

    Marketers also have to "market" to the channel, too. They have to provide them with the benefits of keeping their products in inventory, allocating shelf space, and possibly co-marketing. This is "push marketing." Marketers also have to train the channel on the product.

    So who should the marketer view as the customer? The guy who is ACTUALLY spending the money. Always! The consumer. And in terms of profitability, the answer is the same. Without the consumer, there is no profit.

    I hope this helps.

    Wayde
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