Companies use marketing channels. A marketing channel is related with the ways the services and the products are distributed. Concept of channels in marketing can be applied as promotional channels which include direct marketing or the indirect marketing and the distribution channels. Both of the concepts are very important and there are various reasons because of which the companies have to focus in the selection of these channels.
For example, distribution channels increases the convenience of the customers to get a product or a service. When the accessibility of the customers increases for a specific product then the demand also increases. Therefore, there are retailers and the wholesalers in the market. Marketing channels also increases the visibility of the products in the market. They can show the efficient process of the company like service layout. These channels can also make the company aware of the demands and needs of the customers. If a company has outsourced a distribution company and the company is not able to convey the objective of the manufacturing company and these distributors can have a negative impact on the image of the company. In other words, marketing channels also impact the image of the company in the market.
Ryanair, is one of Europe’s’ leading low cost airlines. The company is growing rapidly and is one of the few airlines making a profit. Ryanair was a pioneer in their use of a website as a marketing channel for their products, bypassing traditional intermediaries. Now Ryanair take almost 90% of their reservations through the web. Ryanair.com has turned into a destination site, with high volumes of web traffic and are selling a wide variety of products not even connected with flying. This website and the Ryanair call centre are the exclusive distribution channels of Ryanair’s services. Ryanair.com is the only website authorised to sell Ryanair flights, whether on their own or as part of a package. Ryanair does not authorise...
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