Question

How does the impact of the environment on channel strategy differ from other major strategy areas of the marketing mix? Please explain in more detail.

Answer 1

ANSWER: Generally, the impact of the environment on the channel strategy varies based upon the common situations in the market which are different at different times. This can be due to the various factors like economic, socio-cultural,competitive, legal and also technological. But it differs from othe major strategy areas of the marketing mix as it constitutes of the product, price, place and promotion and in this strategy is not completely based on the consumer behaviour, as well as desire and intentions. These are created as well as enhanced based on the creation of the need of the product as well as through the better design as well as innovation in the product. Both these characteristics are then informed to the consumer through advertising as well as production and demand created. This creation of demand with the better communication to the consumer in regards to the usage of the product as well as creating satisfaction results in better demand which can even nullify the impact of the environment. This is quite possible by adopting better strategies by the organization in understanding its consumers as well as their need. This becomes possible when the product fits itself with the needs of the consumers and for this no advertisement is required because the communication as well as word of mouth publicity works in itself.