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Dual Channel Marketing Dual channel marketing occurs when firms sell virtually the same products and /or services to both consumers and businesses. Dual marketing channel arise for several reasons. *a product is the first sold in the business market and then is adapted to the consumer market *As sales grow, economies-of scale can be created. Another type of dual channel marketing result from spin-off sales, in which individuals who buy a particular product at work …

…to *Use difference communication message. *Create difference brands. *Use multiple channels or different channels In most cases, business customers and consumer seek the same basic benefits from products. In these situations, a single strategy for both markets is best. Tactics that should be used include. *integrating communication messages *selling the same brand in both markets *scanning both markets for dual marketing opportunities There are two advantages to integrating consumer markets with business markets: 1)synergies 2)economies-of-scale