Selective Marketing channels and why....Very high score! : )

Essay by lolliegagindeUniversity, Bachelor'sA+, September 2004

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The core job of marketing is to expedite the process of getting seller and buyer together so they can make mutually beneficial exchanges, trading items they value in order to satisfy needs and accomplish goals. Approximately 80 percent of all product purchases involve intermediaries, member of a channel of distribution who cooperate and assist in completing the link between producer and consumer. A channel of distribution comprises a set of institutions, which perform all of the activities utilized to move a product and its title from production to consumption. There are many types of intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing, and many more. Decisions about delivering the product are often among the most important decisions made by a company. The marketing channels selected to market the products, Squee G Cleanse household cleaning products, are retail and Internet.

When a company must decide how to deliver their product, there are a series of questions they must consider.

Is the distributor familiar with your target consumer and segment?

Is there a match between the distributors polices, strategies, image, and yours?

Is the intermediary qualified and have the necessary experience to market your products? Do the objectives meet?

How much training and support will your distributor require?

The marketing channels chosen by our group were based on the comfort of the consumer. With retailers, consumers are able to form a relationship with the distributor. Most commonly these relationships are strong, personal, and based upon trust with the retailer. Also, retailers will often provide credit to the customer, such as JC Penny, Sears, Wal-Mart, and many others. This provides the added convenience of purchasing products over time, with low or no interest rates. Retailers also provide the final selling price and all the promotional...