How does the net marketing contribution and marketing ROI change if the business modifies its sales mix to 30% direct sales, 40% agent distributor, and 30% distributor retailer? How does the net marketing contribution and marketing ROI change if the business replaces the direct sales channel with the agent-distributor channel, with a sales mix of 60% agent distributor and 40% distributor retailer?

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9.2 Marketing Channel Profitability (Figure 9-5)

  1. How does the net marketing contribution and marketing ROI change if the business modifies its sales mix to 30% direct sales, 40% agent distributor, and 30% distributor retailer?
  2. How does the net marketing contribution and marketing ROI change if the business replaces the direct sales channel with the agent-distributor channel, with a sales mix of 60% agent distributor and 40% distributor retailer?
FIGURE 9-5 CHANNEL STRATEGIES AND CHANNEL TRANSACTION PROFITABILITY
Area of Performance
Direct
Mixed
Indirect
Total
Channel Strategy
Direct
Agent
Wholesaler
Sales
& Dealer
& Dealer
Target Customer
Large
Medium
Small
Served
Accounts
Accounts
Buyers
Market
Percent of Sales
40%
20%
40%
100%
Revenue per Purchase
$10,000
$3,000
$1,000
$5,000
Retailer Discount
20%
Wholesale Price
$3,000
$800
Distributor Discount
15%
15%
Sales Agent Commission
5%
0%
Net Price
$10,000
$2,400
$680
$4,752
Company Sales Commission
0%
0%
0%
Transaction Cost
5%
2%
1%
Pocket Price
$9,500
$2,352
$673
$4,540
Cost of Goods Sold
$6,000
$1,500
$500
$2,900
Percent Margin
36.8%
36.2%
25.7%
36.1%
Marketing & Sales Expense (%)
15.0%
8.0%
5.0%
9.6%
Marketing & Sales Expense ($)
$1,425
$188
$34
$436
Net Marketing Contribution
$2,075
$664
$140
$1,204
Marketing ROS
21.8%
28.2%
20.8%
26.5%
Marketing ROI
146%
353%
415%
276%
Transcribed Image Text:FIGURE 9-5 CHANNEL STRATEGIES AND CHANNEL TRANSACTION PROFITABILITY Area of Performance Direct Mixed Indirect Total Channel Strategy Direct Agent Wholesaler Sales & Dealer & Dealer Target Customer Large Medium Small Served Accounts Accounts Buyers Market Percent of Sales 40% 20% 40% 100% Revenue per Purchase $10,000 $3,000 $1,000 $5,000 Retailer Discount 20% Wholesale Price $3,000 $800 Distributor Discount 15% 15% Sales Agent Commission 5% 0% Net Price $10,000 $2,400 $680 $4,752 Company Sales Commission 0% 0% 0% Transaction Cost 5% 2% 1% Pocket Price $9,500 $2,352 $673 $4,540 Cost of Goods Sold $6,000 $1,500 $500 $2,900 Percent Margin 36.8% 36.2% 25.7% 36.1% Marketing & Sales Expense (%) 15.0% 8.0% 5.0% 9.6% Marketing & Sales Expense ($) $1,425 $188 $34 $436 Net Marketing Contribution $2,075 $664 $140 $1,204 Marketing ROS 21.8% 28.2% 20.8% 26.5% Marketing ROI 146% 353% 415% 276%
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