Should Tana, a young entrepreneur who is launching a new line of environmentally friendly (green) cosmetics, sell through a physical store, catalog, or the Internet? Explain two key benefits of each channel for her business.

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 Now that catalog sales are becoming outdated, the use of this channel may engage consumers highly as they pay closer attention to the printed material.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.

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