The relevance of segmentation to marketing channel management relates to the development and provision of service outputs.
Table 2.1 on p. 32 demonstrates a the reality of a segmented channel.
DESIGN: Positioning
Occurs when the channel manager defines the optimal channel to serve the needs of end-users as segmented by their service output demands.
In your teams:
1. As a channel manger for a new fragrance (Febreeze), describe how you would determine the segmentation based end-user service output demands? How would you define what is the optimal channel (flows, structure, intensity, ABC)? Provide a couple of specific examples to demonstrate your ideas.
2.
DESIGN: Targeting
At this stage of analysis it becomes important to not only determine what segments to target, but which segments to ignore.
(e.g. internal managerial bounds (like?), external environmental and competitive bounds (like?))