scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 2,049
A Marketing Channel can be defined as a set of organizations involved in the process of making a product available for use or consumption by the end user McColl - Kennedy Kiel Lusch 1994 The marketing channel overcomes the major time place and possession gaps that separate goods and services from those who would use them Most producers use intermediaries in order to provide their target markets products andor services they need through an effective distribution channel so intermediaries can also be called channel members In one hand these channel members help companies to do economies by reducing the number of transactions see figure 1 and providing their experience contacts and achieving more than these companies can On the other hand it also means giving up some control of how and to whom products are sold Marketing Channel Generic Functions Moreover the marketing channel is characterised by different functions Traditionally channel members exist in channel arrangements to perform one or more of the following generic functions promote generate demand physical distribution carry inventory storage and financing Stern El-Ansary and Coughlan 1996 Promote deals with providing information to customers by promoting products including competitive conditions and trends Basically this function is one part of the 4 Ps Promotion this includes advertising telemarketing and direct mails - everything to let the world knows about your products andor services and then generates the demand Kotler Amstrong 2003 The Generate demand Sell function is about contracting potential customers and soliciting orders It can be perceived as a direct result of the demand generation Gatorna 2003 Physical distribution can be defined as moving products from production to consumer overcoming temporal discrepancies and spatial discrepancies It means that marketing can create customer demand by promoting or selling the product but the goods still need to be handled physically to the customer at the right time at the right place Lancaster Reynolds 1998 Carry inventory deals with the storage function
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA