Homework Question on Marketing Distribution
- Give an overview of the following distribution channels: Channel levels: Direct versus indirect distribution Channel organizations: Conventional, vertical, horizontal, and multichannel marketing systems
- Analyze your target market’s needs, and explain what you know about your target market and what it wants from a channel of distribution.
- Determine which of the following channel members you will use, and explain why: Indirect: Retailer, wholesaler, dealer, manufacturer’s rep, and so forth Direct: Catalog, telephone, sales force, and so forth
- Discuss how many channel members you will use (intensive distribution, exclusive distribution, or selective distribution), and explain why. Recommend a channel organization (conventional, vertical, horizontal, or multi channel marketing system), and explain why.
- Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA style, please visit the APA lab. The paper should be written in third person, which means that pronouns like “I”, “we”, and “you” are not appropriate.
- The body of the paper should be 2–3 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion.
Homework Answer on Marketing Distribution
A distribution channel can be defined as a method of selling the products of a certain company either in a direct manner or through the use of distributors. There are two main channels of distribution known as the direct and the indirect channel of distribution (Frazier, 1999). A direct channel of distribution is one that gives the producer a chance to sell goods directly to the intended consumer. This therefore means that the producer does not engage the services of a middleman.
Using this kind of distribution is advantageous for the producers for a number of reasons. The most important one is that he/she saves the time that it takes for the product to reach the consumer. Going through middlemen will often take a long time because of the processes that are involved. Indirect channel of distribution is one that involves the use of middlemen. Producers will often go for this method because it saves them the trouble of having to look for the consumers on their own.
A conventional marketing system can be described as a multichannel channel of distribution where all the concerned members work on their own. A vertical marketing system is one that all the members, though independent, work together in order to achieve a greater goal. This often helps in the elimination of channel conflicts (Nevin, 1995). A horizontal marketing system is whereby two different organizations that are dealing in different types of goods and services come together in order to reap a greater benefit.