Space and Place of Organization

Abstract:

Multi Channel marketing is considered to be the most exciting thing ever to happen to consumers. Organizations need to rapidly change and accommodate to the marketing/ Sales trends. Business need to be able to evolve faster to the changing market needs. This paper looks at the “space” (digital) and a “place” (physical) presence for an organization, considering the Internet and Retail stores as the main multi-channel marketing. It will also discuss the role of segmentation and how it affects both channels. Multi Channel will allow organizations to reach customers through different channels of sales and marketing and also to reach customers using channels which have already a huge existing customer base or has a potential to have one. Before we rap it up, we would look at companies who have successfully established a space and/or place presence.

Space and Place of an Organization

Most often products do not go directly from the manufacturer to the consumer. Instead, the products are first sent to a middle passage, the passage that products are sent to can be referred to marketing channels. When customers’ have access to more than one passage or route for purchasing product or services, we can say that multichannel marketing exist. Multichannel marketing involves using two or more of these passages to provide increased benefits to both the company and its customers. Multichannel marketing helps to increase ineraction with consumers and potential customers. From marketing researches, it has been established that “Increased customer interaction increases opportunities for the promotion of products and services which increases potential profits.” These interactions also generate a closer relationship and more business opportunities because the messages in each channel reinforce the other channels. “In fact, customers of multichannel companies spend 30% more than customers of one-channel companies.” The more marketing channels an...