Question

What are involved in the marketing channel management? Briefly explain them.

Answer 1

Marketing networks are series of mutually related entities participating in the process of making available the product or service for use. Marketing networks are defined in academic studies as the means by which products and services are made available to the consumers for use. All goods go through distribution networks, and marketing depends on how products are handed out. The path the product takes from production to the customer is crucial, since a marketer needs to choose which channel is best for his product. Channel can be said to be the bond between producers and buyers.

Big corporations are using hybrid channels in any given region in the current competitive environment. The organization must choose how much energy it takes to drive the marketing versus drag. A push strategy uses sales force and trade marketing from the manufacturer to enable intermediaries to bring, market and sell the product to clients. This is ideal where there is low brand loyalty in a market, the choice of brand is made in the shop, the item is wanted and the benefits of the product are well known. The manufacturer uses ads and marketing in a pull strategy to induce clients to ask intermediaries for the drug, thereby inducing intermediaries to order it.

Each channel involves the supplier and the end user. There are various outlets that supply the goods and services. It is divided into canal direct and indirect. Manufacturer and consumer interact directly with each other in direct channel often known as zero-level channel. This channel includes no middleman. It consists of a supplier selling directly to end consumers via door-to-door sales, Internet sales, mail order, telemarketing, home groups, television sales, manufacturer-owned shops, and other forms.

Companies will carefully select talented channel leaders for effective management, since the networks are the business for customers. Producers will determine what features differentiate the better intermediaries and scrutinize the number of years in operation, other lines carried, growth and benefit record, financial power, cooperativity, and potential channel members' reputation for service. If the intermediaries are sales managers, the amount and character of other lines carried and the size and efficiency of the sales force should be assessed.

Market channel is medium by commodity moving from raw material to costumer. It is necessary to understand consumer needs when designing the market channel. The marketing channel management role lies with marketing and sales managers. Such individuals are closely associated with representatives of networks and the rivals of the company. We are well versed in seeking useful knowledge for successful management decisions. Gathering relevant information is imperative for coordinating the marketing channel. This assists in writing accurate and comprehensive analysis of consumer profile. Most of the marketing networks are produced with one or more manufacturer-consumer intermediaries.