Marketing Channel Strategy for DAB Inc.
A Marketing Plan Proposal Presented in Partial Completion To
Marketing Management: MKT 500
September 18, 2009
According to Wikipedia, “A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption and, as such, which consists of all the institutions and all the marketing activities in the marketing process.” DAB Inc. will create a distribution or also know as channel strategy to convey our products. The role of DAB Inc. marketing channel according to Wikipedia, “is links producers to buyers, performs sales, advertising and promotion, influences stock and customizes profits, install, maintain, offer credit. A marketing channel can be as short as being direct from the vendor to the consumer or may include several inter-connected (usually independent but mutually dependent) intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer.”(Wikipedia) Developing Strategy
DAB Inc. works with various participants that add value to our services and products that customers will purchase through the value chain. A value chain According to Woods “is a series if interrelated, value-added, functions plus the structure of organizations performing them to get the right products to the right markets and customers at the right time place and price.” When implementing the chain for Total Well-Being Spa and Café we try to meet all demands to make our products available to customers. However there are some channel and logistical issues that occur when developing a channel strategy. According to (Wood p112)
How do product, data, and money flow through the value chain, and how can participants...
Please join StudyMode to read the full document