Strategic Marketing module 7 review

Criteria

Channel Selection Matrix - Your Airlines
S#	Criteria	Weight	Channel A	Channel B	Channel C
1.0	Channel Alignment with Business Objectives	0.40
1.1	Time to readiness (for channel to start selling)	0.10	5	3	3
1.2	Cost of getting channel up to speed	0.05	5	4	5
1.3	Direct cost per transaction	0.10	1	5	3
1.4	Overhead cost (include management, infrastructure, etc.)	0.10	5	2	5
1.5	Capacity (number of transactions channel can handle)	0.15	3	5	5
1.6	Ease of channel management	0.10	1	5	3
1.7	Channel's ability to produce expected results	0.10	5	1	3
1.8	Contractual obligation fulfillment	0.10	3	3	3
1.9	Profitability	0.20	1	1	5
	Alignment with Business Objectives:	1.00	2.9	3.05	4
S#	Criteria	Weight	Channel A	Channel B	Channel C
2.0	Channel Attractiveness for Consumer	0.60
2.1	Consumer acceptability	0.10	3	5	5
2.2	Online Ticketing	0.05	3	3	4
2.3	Payment systems	0.20	4	5	3
2.4	Convenience	0.10	5	1	3
2.5	Order cycle time	0.20	3	3	3
2.6	Communications	0.10	3	5	5
2.7	Post-sales service	0.10	5	1	5
2.8	Friendliness of channel partner	0.10	5	3	3
2.9	Dependability	0.05	5	1	3
	Attractiveness for Consumer:	1.00	3.9	3.3	3.65
Overall Score:		1.00	3.5	3.2	3.79
Comments/Recommendations: Enter analysis of above data and recommendations based on quantitative channel assessment.

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Channel Selection Rating

Channel Selection Matrix
	Business	Consumer
Channel A	2.90	3.90
Channel B	3.05	3.30
Channel C	4.00	3.65

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Channel Selection Rating

Channel A

2.9000000000000004 3.9000000000000004 Channel B

3.0500000000000007 3.3 Channel C

4 3.65

Business

Consumer

Overall Rating

Channel Selection Matrix
	Channel A	Channel B	Channel C
Overall	3.5	3.2	3.79

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Overall Rating

Channel A Channel B Channel C 3.5000000000000004 3.2 3.79