Verizon is a multi-billion dollar corporation which specializes in selling cell phones in a multiple-distribution approach. A dual (or multiple) distribution approach is when a company sells two or more types of products through two or more multiple channels (Ferrell & Hartline, 2014). The company operates several thousand physical stores in which customers can get a hands on shopping experience. These are referred to as corporate stores as they are directly operated by Verizon and not an authorized dealer (Gade, 2012). Customers can examine numerous cell phones while in the store while receiving assistant from Verizon customer representative who have received extensive training to answer questions about the phones and Verizon services. This distribution approach allows the customer the best way to truly make an informed choice as to which phone he/she wants as well as the type of service plan which will best suit his/her …show more content…
It would seem this approach would be targeted to older, more tradition customers who may not be as comfortable shopping on line. Verizon also offers an online store in which customers can browse an extensive selection of phones as well as the various service plans available. The website also allows customers to chat online with customer representative to answer questions. The customer using the online store may be eligible for special online discounts on phones that are not available in the physical stores. This does allow customers a better chance of saving money on the phone they want. However, the disadvantage to this distribution approach for the customer is that he/she cannot physical examine the phone he/she is considering buying. Clearly Verizon is marketing to more tech savvy consumer through its online distribution channel. Many consumers are comfortable with shopping and buying online. Verizon works to capture this market segment through