Marketing

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Discuss the Importance Role of Marketing Channels

Importance

A marketing channel plays an important role in any company since it is through these channels that the company 's goods reach the target customers . In their bid to reach these customers , the company can use push or pull strategy . The push strategy is where the producers use trade promotion through their sales force to entice intermediaries to purchase their products and sell

them to consumers . The pull strategy on the contrary involves advertising to end users so that they in turn go looking for the goods from the distributors

Another reason why channels are important is because the have an influence on all marketing decisions that a company makes including the price of commodities

Role

Marketing channels play a major role in ensuring that consumers get the finished good . Manufacturers make use of intermediaries to reach customers such that the selling job is delegated . Consequently intermediaries save manufacturers the trouble of selling the goods themselves . Intermediaries are said to close the gap between the manufacturer and the consumers overcoming place , time and possession barriers

Intermediaries help manufacturers to avoid some costs associated with marketing . For example , in certain circumstances they perform functions such as promotion and market information gathering . This shift in manufacturer functions helps to save time and costs for the manufacturers . Further , intermediaries take up the risks involved in distribution . They also provide storage...