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Marketing Channel Factors and Designs By: James Jenkins.
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Transcript of Marketing Channel Factors and Designs By: James Jenkins.
Marketing Channel Factors and Designs
By: James Jenkins
Introduction
Marketing Channel: individuals and firms involved in making a product or service available for consumption by consumers or industrial users
Consists of Producers, agents, wholesalers, retailers, and consumers
Channel Choice and ManagementFactors
Choices between different marketing channels depend on factors involved
Environmental- Changing lifestyles, growing technology, and regulatory factors
Tupperware Lifting the ban of chewing gum in Singapore
Strict laws lighten up Chewing Gum banned in 1992 after littering
problem Ban was finally partially lifted in 2004 for
prescriptions and smokers Not available in convenience stores ID required
Factors cont.
Consumer- choosing best intermediary to reach target market
Answering questions: Who? Where? When? How? What?
Product- distribution is determined by value of products
Sophisticated products sold directly Low involvement products sold indirectly
Factors cont.
Company-based on the firm’s financial, human, or technological capabilities
Applies to intermediaries as well
Channel Designs
With many alternatives and factors considered, firms have three major points to be recognized:
Coverage of target market Satisfying Buyer Requirements Profitability
Designs cont.
Target Market Coverage- using density of stores for distribution of product
Intensive- placement of product in as many stores possible
Exclusive- distribution into only one outlet that carries item
Selective- firm selects a few retail outlets to provide product
Design cont.
Satisfying Buyer Requirements- fulfilling needs that buyers may have
Includes information, convenience, variety, and attendant services
Maximizing Profit- considering distribution, advertising, and expenses to choose best channel
Conclusion
Marketing channels need to be well coordinated and planned so that the firms maximize their productivity
This also is necessary to keep the consumers satisfied
Works Cited
www.wrigley.com/products/side_orbit.gif
http://news.bbc.co.uk/2/hi/uk_news/3512498.stm