channel

Examples of channel in the following topics:

• Channel Integration

  • The integration of marketing channels to varying degrees is known either as multi-channel or omni-channel retailing.
  • The integration of marketing channels involves a process known as multi-channel retailing.
  • Omni-channel retailing is very similar to, and an evolution of, multi-channel retailing.
  • The omni-channel consumer wants to use all channels simultaneously and retailers using an omni-channel approach will track customers across all channels, not just one or two.
  • Merchandise and promotions are not channel specific, but rather consistent across all retail channels.

• Selecting Marketing Channels

  • Channels can range in levels from two to several (five being typical).
  • The type of product dictates the number of marketing channels to use.
  • Once the number of levels is decided, the channel manager must determine the actual number of channel components involved at each level.
  • Regardless of the channel framework selected, channels usually perform better if someone is in charge, providing some level of leadership.
  • Given the restrictions inherent in channel leadership, the final question is always "who should lead the channel?

• The Significance of Marketing Channels

  • A channel performs three important functions.
  • Not all channel members perform the same function.
  • Second, all channel institutional members are part of many channel transactions at any given point in time.
  • A channel strategy is evident.
  • Identify the types of institutions that participate in marketing channels, and the three primary functions of these channels

• Factors Affecting Channel Choice

  • Other channel members can be useful to the producer in designing the product, packaging it, pricing it, promoting it, and distributing it through the most effective channels.
  • The immediate and ultimate customers may be identical or quite separate, depending on the type of product, functions performed in the channel, and location in the channel.
  • Channel choice is also greatly influenced by channel objectives.
  • The following areas encompass the major categories of channel objectives:
  • Create an efficient channel - improve channel performance by modifying various flow mechanisms.

• Channel Power, Control, and Leadership

  • In the channel mechanism, power refers to the capacity of a particular channel member to control or influence the behavior of another channel member.
  • Given the restrictions inherent in channel leadership, the final question is "who should lead the channel?
  • Consequently, during this period, the wholesaler led most channels.
  • The result has been some serious warfare to gain channel superiority.
  • Wholesalers and retailers undertake size competition in order to gain channel control.

• Cross-Channel Customer Experience

  • A cross channel experience involves customers accessing multiple marketing channels to make purchases and to retrieve information and services.
  • The customer has accessed several different company channels during this experience.
  • A cross channel customer experience involves touch points where customers can access multiple channels within a business to make purchases and to access information and services.
  • The cross channel customer experience has changed the way that business is conducted.
  • The process must be customer friendly and each marketing channel must operate in conjunction with the other channels within the system to provide seamless and efficient service.

• Channel Member Characteristics

  • Thus, the channel chosen by a marketer becomes an integral part of the marketing plan.
  • Marketers must carefully evaluate how their products fit into different distribution channels.
  • There are many types of channels, and the selected channel becomes a function of the overall marketing strategy.
  • Candy uses an intensive distribution channel, meaning it is widely available at a low cost.
  • Explain the importance of pairing a brand's products with the appropriate distribution channel

• Competitive Priorities in Marketing Channels

  • A marketing channel is a set of practices necessary to transfer the ownership of goods from producer to consumer.
  • The Impact the attitudes of channel intermediaries have on the product
  • An alternative term is distribution channel or 'route-to-market'.
  • During the marketing planning stage, marketers must choose and incorporate the most suitable channels for the firm's products, as well as select appropriate channel members or intermediaries.
  • Monitoring the channel's performance over time and modifying the channel to enhance performance is also imperative for organizations looking to remain competitive in the market.

• Customer Expectations

  • Customers expect different things from different types of marketing channels.
  • Members of a channel of a distribution are also customers of those elsewhere in the channel, and their expectations must also be met.
  • A common issue in channel management is leadership: the role of a channel leader should be understood by all members of the channel so that expectations are managed appropriately.
  • The leader coordinates the goals and efforts of channel members.
  • The lack of cooperation that is often apparent is due to the organization structure of many channels, which encourages a channel member to be primarily concerned with channel members immediately adjacent to them, from whom they buy and to whom they sell.

• Types of Marketing Channels

  • There are basically 4 types of marketing channels: direct selling; selling through intermediaries; dual distribution; and reverse channels.
  • A reverse channel can be used to refurbish products such as circuit boards and computers.
  • A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer is called an indirect channel.
  • Using two or more channels to attract the same target market can sometimes lead to channel conflict.
  • If you've read about the other three channels, you would have noticed that they have one thing in common -- the flow.