MBA Marketing, Channel of marketing

Question

How does the channel contribute to the overall "product" that a customer receives? Give an example of a "product offering" that has significantly altered based upon the channel in which the product is sold to the customer? Finally, Why is customer "experience" so important in determining the overall offering to the market? 

Answer 1

The marketing channel shapes the customer experience. How people perceive and interact with a product or service is affected. Online platforms, retail storefronts, and direct sales can affect client engagement due to their accessibility and ease. For instance, buying a smartphone in a store is different from buying one online, where characteristics and reviews matter more. Each channel's presentation, branding, and personalisation affect product perception. Thus, channels are critical touchpoints that impact the customer's journey and brand perception.

Smartphone sales demonstrate the channel's impact on product offerings. Retail outlets allow customers to touch, demonstrate, and ask questions. Online sales compensate for lack of physical touch with extensive information, interactive visualizations, and virtual assistance. These various channel experiences greatly change how buyers perceive and assess the product, demonstrating how channels affect the product offering.

Additionally, customer experience is crucial to a product's market success. Positive customer experiences differentiate a brand in a competitive market and shape brand perception, affecting customers' views of the company's values and commitment to satisfaction. Positive experiences boost a brand's reputation and attract new customers through word-of-mouth and internet reviews. Customer experience fosters loyalty and product longevity.