American Intercontinental University
Now that my product, M&M candy pieces has been developed, it needs to be determined how it will become available to the end user. There are a few things that need to be determined before this can happen. These include an overview of distribution channels that also include channel levels and channel organizations. Another thing that needs to be considered is analyzing my target market needs- meaning I need to know my target market and what they want form a channel of distribution. Next will to discuss channel members will be used and why. The last two things to be discussed are how many channel members will be used and why. The last item to be discussed is a recommended channel organization and why it will be used. So overall I will explain how the product will be distributed, who it will be appropriately distributed to, and why will it be distributed to that channel organization.
When discussing how the product, M&Ms will be distributed in a marketing channel we need to first know what a marketing channel or more commonly known as a distribution channel. A marketing channel is defined as: A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user (Armstrong&Kotler, 2009). So basically businesses or consumers use what is called as an intermediaries or a “middleman” if you will to bring their products to the market. It makes it easier if it is done this way vs. an individual or business taking all the time, resources and money to try and figure it out how to do it themselves. The companies channel decision can affect all the other marketing decisions, such as price, place, and what product will be distributed in high retail stores or supermarkets or even via the internet.
The next two items to be discussed are channel levels and direct marketing channel and indirect marketing channel. The term...
References: Mars Inc: Target Market, jiffynotes.com, 1996-2010. Author Unknown, Retrieved September 12, 2010 from: http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0001_0001_0/emmc_0001_0001_0_00171.html
Marketing: An Introduction, Ninth Edition, Armstrong & Kotler. 2009 by Pearson Education, Inc. Retrieved September 12, 2010
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