Published by:
Harvard Business Publishing
Length: 6 pages
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Abstract
This eight-step process for designing a distribution system calls for in-depth study of what services and conveniences the company''s customers value and then segmentation of the market according to those values. At several crucial stages, the process requires getting outside checks and hard data for market segments, company objectives, and the projected costs of distribution outlets. The climax of the process is an off-site meeting at which top management tests its prejudices against evidence that researchers have gathered.
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Abstract
This eight-step process for designing a distribution system calls for in-depth study of what services and conveniences the company''s customers value and then segmentation of the market according to those values. At several crucial stages, the process requires getting outside checks and hard data for market segments, company objectives, and the projected costs of distribution outlets. The climax of the process is an off-site meeting at which top management tests its prejudices against evidence that researchers have gathered.