Designing a channel mix

International Journal of Internet Marketing and Advertising

Volumn 1, Issue 3, 2004, Pages 229-250

  Simons, Luuk P A ^a   Bouwman, Harry ^a  

^a DELFT UNIVERSITY OF TECHNOLOGY   (Netherlands)

Author keywords

call centre; click and mortar; internet; marketing channel management; multi channel service; personal sales; retail

Indexed keywords

EID: 84891987021     PISSN: 14775212     EISSN: 17418100     Source Type: Journal    
DOI: 10.1504/IJIMA.2004.005016     Document Type: Article

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51. Inbound calls mean that the customer initiates contact. Outbound contacts are initiated by firms.
52. Whether offers are high touch or not, is determined from the customer segment’s perspective. A minority group of customers consider clothing as low touch, for example, and opinions vary widely for electronics goods.
53. The extent of flexibility channels can give largely depends on management choices. Still, personal sales is generally given most leeway to be flexible with customers as they generally guard the most valuable relationships
54. Most current sites are static in the sense that they offer several discrete levels of terms of ordering and/or delivery, but offer no negotiation options.
55. Certain dynamic pricing sites work this way, enabling a dynamic and conditional form of market making.
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