The various distribution channels and explain the concept of market coverage :
A marketing channel is a sequence of marketing organizations that directs a product from producer to ultimate user. The marketing channel for a particular product is concerned with the transfer of ownership of that product. Merchant middlemen (merchants) actually take title to products, whereas functional middlemen simply aid in the transfer of title.
The channels used for consumer products include the direct channel from producer to consumer, the channel from producer to retailer to consumer, the channel from producer to wholesaler to retailer to consumer, and the channel from producer to agent to wholesaler to retailer to consumer. There are two major channels of industrial products: producer to user and producer to agent middleman to user.
Channels and intermediaries are chosen to implement a given level of market coverage. Intensive distribution is the use of all available outlets for a product, providing the widest market coverage. Selective distribution uses a portion of the available outlets in an area. Exclusive distribution uses only a single retail outlet for a product in a large geographic area.
Learn More :
Distribution and Promotion of Products
- Uses of Public Relations
- Types of Public Relation Tools
- Factors Influencing the choice of Sales Promotion Method
- Sales Promotion Objectives
- Six Steps of the Personal-Selling Process
- Social & Legal Considerations in Advertising
- Major Steps in Developing an Advertising Campaign
- Types of Advertising by Purpose
- Combination of promotion methods a firm uses to reach a target market
- Partnering Through Supply: Chain Management
- Understand the types and uses of public relations.
- Describe sales promotion objectives and methods.
- Recognize the kinds of salespersons, the steps in the personal selling process, and the major sales management tasks.
- Explain the three types of advertising and describe the major steps of developing an advertising campaign.
- Understand the basic elements of the promotion mix.
- Explain how integrated marketing communications works to have the maximum impact on the customer.
- Explain the five most important physical distribution activities.
- Distinguish among the major types of retailers and shopping centers.
- Discuss the need for wholesalers, describe the services they provide, and identify the major types of wholesalers.
- Understand how supply-chain management facilitates partnering among channel members.
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