15 May DO YOU THINK THAT WOULD BE A GOOD IDEA? WHY OR WHY NOT?
channel Flows
Resources
Website icon Channel Flows Scoring Guide.
Website icon Mary Kay Inc.
Website icon APA Style and Format.
The marketing channel for Mary Kay Cosmetics is called a direct marketing channel. The company uses a sales force of over 1,000,000 Independent Beauty Consultants around the world. These consultants are not employees of Mary Kay Corporation; they buy cosmetics from the company at a wholesale price and sell to end-users at a retail price. They maintain personal relationships with their end-user consumers and deliver a product to them after it is ordered; it is a high-service purchasing relationship from the consumer’s point of view. Consultants thus act as distributors and retailers. For this assignment, use the information from the unit readings and Web site research to write a paper in which you address the following:Describe each of the nine channel flows.
Describe how each of the channel functions are used by Mary Kay Cosmetics independent consultants. To what extent does an Independent Beauty Consultant participate in the nine channel functions?
Explore what you think would happen if Mary Kay Cosmetics were sold in department stores. Do you think that would be a good idea? Why or why not?
Explain why you think Mary Kay Cosmetics uses a direct sales model.
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