Marketing Channel

A marketing channel has been defined as a system of relationships existing among businesses that participate in the process of buy and selling products and wait ons. Channel intermediaries be those organizations that facilitate the airing of goods to the ultimate customer. The complex roles of intermediaries may include taking somatogenetic ownership of products, collecting payment, and offering after-sales function. Marketing channel charge refers to the choice and control of these intermediaries. As more and more tasks be passed onto intermediaries, the producing company starts to lose control and power over its products and how they be sold. A key part of channel management and so involves the recognition that ne iirks of intermediaries represent social systems as well as economic ones. The value chain of an organization describes the activities involved in the manufacture, marketing and delivery of a product or service by the inviolable. In order to decide whethe r a unattackable should undertake its own distribution direct to consumers or whether it would be more efficient and effective to use intermediaries, it is necessary to fill word the functions of these intermediaries. Consumers often fatality only a limited standard of a wide range of goods, goods that are conveniently fare available under one roof (i.e. in a retail supermarket). Intermediaries stack help defeat this discrepancy of diverseness by reducing dramatically the number of contacts required amidst suppliers and the displace customers (see Figure 14.3, p342).

In many cases, intermediaries can s tudy topping knowledge of a target market c! ompared to manufacturers. Retailers can thus add value to the producers goods by adapt their offerings more closely to the specific requirements of consumers. Intermediaries help to overcome two types of gap: ·         A location gap occurs out-of-pocket to the geographical separation of producers and the consumers of their goods. ·         A time gap takes mooring betwixt when consumers want to actually purchase products and when manufactures produce them (e.g. If you want to get a full essay, order it on our website: OrderCustomPaper.com

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