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Nature and importance of marketing channels
Importance of marketing channels
Advantages and disadvantages of marketing
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Marketing is among the most important things companies need to take care of and it can be among the costliest processes. In this guide, we’ll look at the different marketing channels and compare the traditional with the modern channels. You’ll learn about some of the most common marketing tactics and the different ways to use them.
Marketing channels in a nutshell
Before we examine the different marketing channels in detail, it’s auspicious to brush up on the definitions. Marketing is essentially the process, which is used for highlighting a specific content to potential customers in order to convert them from potential customers to paying customers.
Marketing is done through different marketing campaigns, which are co-ordinated steps for
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This means picking the communication channel that the potential customers are more likely to engage and find attractive.
Choosing the right marketing channel for your marketing strategy is not always easy. As we’ve seen, the choices are varied and you need to have a proper understanding of the benefits and downsides to each marketing channel before making the decision.
The traditional marketing channels vs. new marketing channels
We discussed above how marketing channels are often divided into four of the most common marketing mediums. But there are a number of marketing channels within and outside of these four mediums.
Therefore, marketing channels are often divided into two main categories of traditional and new marketing channels. The new marketing channels were born from the digital revolution and the marketers in the modern era have used many of the traditional methods, but combined them with the digital technology.
The traditional marketing channels
The traditional marketing channels follow a traditional marketing strategy
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Furthermore, the channels often rely on interruptive marketing, which means the marketing message interrupts another action the potential customer is doing. For example, TV advertising happens when the customer is engaged with something else, mainly the TV show they are watching.
Let’s examine some of the most common traditional marketing channels.
TV, radio and print marketing
The most common traditional marketing channels include broadcasting, such as TV and radio, and print marketing. As mentioned above, these channels can be great for targeting localised and national markets, with a far-reaching impact. All these mediums allow the creation of innovative campaigns.
The downside to TV, radio and print marketing is the cost. All these channels come with a high cost, although people who enjoy ads often prefer these traditional channels to some of the below channels.
Direct mail and sales
Direct mail and sales are another popular, traditional marketing channels. The aim is to contact the customer directly through methods such as postcards, fliers, cold calling and door-to-door sales. The marketing is typically targeted to a specific target market and therefore, involves plenty of market
Pelton, L. E., Strutton, D. & Lumpkin, J. R. 2002, Marketing channels: a relationship management approach. McGraw-Hill Irwin: Boston, p. 387.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Those changes include a shift from traditional channels to more digital marketing communications and having a far better understanding of player behaviors. The traditional casino marketing channels like direct mail, print ads, and billboards can still be very effective, but the arise of social media and online gaming are forcing marketers to re-evaluate their business.
Consumers can purchase the goods through diverse channels and this will raise consciousness in the customers’ mind and make the loyalty. The higher the channel, the lower the price, it is going to occur all kinds of customers. Thus, enterprises have to consider their distribution channel architecture. They need to decide that channel must be applied an identical to their brand
The Company markets its products through its direct sales force, single and two-tier distributors, value-added resellers, service providers and system integrators. This multiple-channel approach allows customers to select the channel that addresses their specific needs and provides the Company with broad coverage of worldwide markets.
In distribution channels, the authors introduce distribution channel strategy which consists of Channel Structure, Management and Performance. Channel structure describes how firms can convey products to end-users. There are two types which are direct and indirect channels. Direct channel means that firms which are manufacturers sell their products directly to customers (e.g., sale on own company stores or companies’ websites) without any intermediaries. However, indirect channel is the way that firms sell through intermediaries in order to deliver products into markets. In addition, the authors suggest that firms can apply both direct and indirect channels which are called “Hybrid or Multi channel” (e.g., franchises, cooperatives) in order to increase the success of product delivery to the markets.
A distribution channel involves the distributors, wholesalers, retailers, salesmen and all other intermediaries. Distribution channels on the basis of number of intermediaries is of following types:-
Overall, these are all marketing strategies that can be utilized both locally, and on a larger scale. Two additional factors must also be considered when using effective marketing strategies. Determining areas where marketing will be most effective, as well as methods to organize and keep track of existing, and new clientele are imperative to successful
The means of marketing activities are rich and complementary, and all kinds of marketing methods have basically achieved their desired results. Question: the focus is slightly ahead, the coverage is slightly narrow, and the hot spots are missing. The main activities seem to be small groups of groups.
Marketing can play a crucial role in searching and discovering efforts and for identifying new markets to promote an event. It should include other classic elements and marketing such as promotional campaigns, advertising and telemarketing to bring all of the event goals to life.
The marketing mix is a term used to describe the four main marketing tools, Price, Product, Promotion and Place (EStartup business blog, 2010). An example of each of the 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consumers read and view and which restaurants and businesses are visited (EStartup business blog, 2010).... ... middle of paper ... ... Marketing strategies are the most important part of any business, once the marketing strategy is in place the business will be successful in the future.
Getting the product to the market is another link in the marketing mix. Producers or manufactures uses intermediaries to bring their product to the market by developing a marketing channel. Marketing channel are set of independent organizations participating in the process of making a product or service available for use or consumption (Kotler & Keller, 2014). Channel intermediaries are firms or wholesalers and retailers who assist in moving the product from the producer to the consumer. The channel that a company uses directly affect other marketing decision. For example, place decision affects pricing. Marketers who distributes through mass merchandisers like Wal-Mart will have different pricing objective and strategies that those that sell in specialty store.
Marketing is how a company or organization promotes the service or product the company uses to create revenue. After closely reviewing the needs of the public in an area or the market and the product or service is revised to accommodate these needs, a marketing plan would be created and executed.
There is no doubt that advertising is nearly unavoidable these days. No matter if for example: on hoardings, on the Internet, on the Radio, on billboards or on the TV. Advertising seems to be everywhere and consumers are also slowly becoming annoyed by it. But the more attention a company receives for their product the better it will sell. Considering that several produce a lot ads for the commercial breaks. However, many people are used to skip the commercial break and switch to another program or they maybe just do something else. But how do advertising influences our lives? Is there only a negative side to it? Does channel-surfing through commercial breaks have any effect on the companies?
Marketing communications is the best way to appreciate the value of the goods and services offering by organization. Traditional tools of marketing communication disciplines are five: advertising, sales promotion, personal selling (see the EBS Sales Force Management text), public relations and direct marketing. There are also media in which time and space can be bought or used to deliver messages to target audiences. Organisations are planning which appropriate mix of these tools and the choice of media has for a long time been largely predictable.