Special Report on
Marketing Channel Conflict
Marketing Channel Conflict - Trends
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data shows that U.S. insurance buyers’ (auto, home and life) typically use more than one channel (Web, phone, agent) to research and purchase insurance. Firms with well-integrated direct and agent distribution strategies are well-positioned to win in the marketplace. Unfortunately, “going multichannel” is very difficult. Carriers must integrate customer data and channels in order to support customers who start online but purchase via the phone or in-person. Any insurance CIO will echo that the blueprint of multichannel is much easier than the implementation. Multichannel buying behavior has also greatly ...
When businesses expand their number of channels it can cause serious disruptions in relationships with their traditional distributors and retail outlets. At one time manufacturing businesses generally sold their products through just one channel. Either they sold directly to their customers or they sold through distributors and/or retailers. Some manufacturers also expanded into new territories by selling through agents, but in any geographic area there was usually just one active channel between the business and its customers. But times have changed. Conflicts can arise when a ... Read More
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MARKETING CHANNEL CONFLICT
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