POM - case discussion report
By Nam Phuong
Crossbreed marketing funnel network is among the most important and widely used devices among types of VMN (vertical marketing network). Applying hybrid advertising channel network, a single firm may create two or more marketing channels in order to reach multiple marketing sections. The marketing highlight " Hybrid marketing channels in the services sectorвЂќ on page 384 provide a better view regarding such concern.
Matter-of-factly, organizations hardly pursue a single marketing channel. In stead, they will set up a hybrid network in which multiple segments and multiple targets are pointed out to strategy their potential market
Figure A: offering grid (adapted via page 384)
As can be viewed from the model about bank's operation over, there has been alterations ranging from excessive to reduced in the level of useful and personalization in different range of products including superannuation, telephone bank and net trading. Superannuation is a special kind of companies that require a lot of interaction and details between bank's officer and customer although internet trading is different in the sense that it requires little interaction, hence small value is usually added from the channel.
Another example of successful hybrid marketing channel implementation is usually JB Had been. In the top left cell is the A class service present by broker individually, offer only to rich customers. At the center cells arrived telephone banking, and the bottom right cellular is the place for a newly emerged way of transaction-internet bank, where traders can easily search for consultation off their stockbroker a distance aside.
In a changing environment exactly where customer becoming more informed regarding the product and technology has made an advancement in automated field, the offering grid model tends of adding more lower right-hand cells, hence starting a brand new competition amongst service providers on the...
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