Dow Corning has been a market leader in silicon technology applications for over 50 years. Its products span many market applications in electronics, construction, health care and a multitude of industrial applications. However, as some of its product-market applications reached the mature stage of the product life cycle they became less competitive. Dow Corning's full service consultative engineering approach did not work in more mature, price-sensitive market applications, and it was not profitable for Dow to pursue these customers as they represented a majority of target customers but only represented 20% of the revenue potential for the total market for their products.
1. Dow developed a different marketing mix and an e-marketing channel for the more price sensitive segment. Which operational component of the channel performance did Dow improve?