Answer:
A) Tana should sell through a hybrid, combining at least two channels in order to maximize her sales of the new line of environmentally friendly cosmetics. A physical store with internet selling will be most ideal in the modern world. The physical store should go for the local market, while the internet (e-commerce) sales efforts should target non-local markets.
B) Two key benefits of selling through a physical store, catalog, or the internet|:
a) Physical Store:
1. Shoppers engage directly with the green cosmetics and feel its physical appeal before making their purchase.
2. The presence of in-store associates of Tana and Tana herself will offer help to shoppers on any questions.
b) Catalog:
1. Now that catalog sales are becoming outdated, the use of this channel may engage consumers highly as they pay closer attention to the printed material.
2. Catalog can compliment e-commerce to target specific consumers based on market segmentation.
c) Internet:
1. With e-commerce, consumers are self-directed and make their purchases without outside influence and involvement. They do their researches to their satisfaction before committing to a buy decision.
2. Shopping can be done whenever and wherever the consumer finds it convenient. So, convenience of purchase is enhanced for customers.
Explanation:
Channels of sales and marketing have changed from mainly in-store, physical, or brick and mortar stores to e-commerce. Physical stores have their advantages and costs. Physical stores have comparatively higher costs than their non-store catalog and internet channels because physical store costs include rent, utilities, inventory, and staffing. By comparison, non-store retail outlets have eliminated rent and utilities and greatly reduced carried inventory and staffing. These days, catalogs are becoming extinct as a result of e-commerce, though catalogs can complement internet sales in a great way.