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Essay / Research Paper Abstract
A 4 page paper discussing the satellite radio company's distribution channels. Sirius has developed an extensive distribution channel network, one that appears to be quite complete in terms of the types of outlets it encompasses. Greater numbers of subscribers likely would result from more extensive promotion directing potential customers to outlets that currently exist. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgSiriusDC.rtf
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Unformatted sample text from the term paper:
that successful marketing consisted of identifying a need and then filling it; in recent years the more successful approach has been to create a product and then create a need
for it. This is largely the approach that Sirius has taken in developing its distribution channels. As stated, more than 80 vehicle types and models come with audio
systems that are Sirius-ready. The company also maintains alliances with Radio Shack, Target and other national retailers; it distributes many of its stations via Dish Network satellite television service;
it offers business accounts that relieve business owners of the need to either pay royalties on radio music or be in violation of the law because they fail to pay
those royalties. Sirius has two broad lines to distribute: broadcast channels and specialized receivers. Each line requires separate distribution channels. One
Exception Sirius hardware - a variety of specialized receivers - is required of every individual subscriber. Many auto makers, ranging from Aston
Martin and Jaguar to Ford and Chrysler, include Sirius-ready audio equipment in their vehicles. It is standard equipment in some, optional equipment in others. When the vehicle containing
Sirius-ready audio equipment is sold, all the purchaser need do is subscribe to the Sirius service. This is similar to the method by which individuals are able to access
OnStar, the navigational service enabled by global positioning satellite service available on several car models. For all other applications and subscriber types, individual
subscribers make the decision to purchase the service and also must secure the appropriate hardware at the same time. This pattern holds whether the subscriber is an individual wanting
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