Marketing Channels
Marketing channels
Term paper
Prepared by: Essam Eldin Khater
• Marketing Channels literature review
To reach a target market, the marketer uses marketing channels.
The marketer uses distribution channels to display, sell, or deliver the physical product or service(s) to the buyer or user. They include distributors, wholesalers, retailers, and agents.
The marketer also uses service channels to carry out transactions with potential buyers. Service channels include warehouses, transportation companies, banks, and insurance companies that facilitate transactions. Marketers clearly face a design challenge in choosing the best mix of communication, distribution, and service channels for their offerings.
Successful value creation needs successful value ,delivery, Holistic marketers are increasingly taking a value network view of their businesses; instead of limiting their focus to their immediate suppliers, distributors, and customers, they are examining the" whole supply chain that links raw materials, components; and manufactured goods and shows how they move toward the final consumers. Companies are looking at their suppliers’ suppliers upstream and at their distributors’ customers downstream. They are looking at customer segments and considering a wide range of-different possible means to sell, distribute and service their offerings.
In managing intermediaries, the firm must decide how much effort to devote to push versus pull marketing. A push strategy uses the manufacturer 's sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood. In a pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from
Term paper
Prepared by: Essam Eldin Khater
• Marketing Channels literature review
To reach a target market, the marketer uses marketing channels.
The marketer uses distribution channels to display, sell, or deliver the physical product or service(s) to the buyer or user. They include distributors, wholesalers, retailers, and agents.
The marketer also uses service channels to carry out transactions with potential buyers. Service channels include warehouses, transportation companies, banks, and insurance companies that facilitate transactions. Marketers clearly face a design challenge in choosing the best mix of communication, distribution, and service channels for their offerings.
Successful value creation needs successful value ,delivery, Holistic marketers are increasingly taking a value network view of their businesses; instead of limiting their focus to their immediate suppliers, distributors, and customers, they are examining the" whole supply chain that links raw materials, components; and manufactured goods and shows how they move toward the final consumers. Companies are looking at their suppliers’ suppliers upstream and at their distributors’ customers downstream. They are looking at customer segments and considering a wide range of-different possible means to sell, distribute and service their offerings.
In managing intermediaries, the firm must decide how much effort to devote to push versus pull marketing. A push strategy uses the manufacturer 's sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood. In a pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from