Designing and Managing Integrated Marketing Channels Essay

Most manufacturers of w ares use merchandising intermediaries to sell their products to the consumers. The trade intermediaries make up a marketing channel (distribution channel or a mint channel). The marketing channel overcomes the time, place, and possession gaps that separate gods and operate from those who impoverishment or want them. A normal way of procedure for a company is to procure raw materials, use its expertise in creating the product and and then distribute to the customer. Companies have to convert this supply chain into a foster network as to develop and maintain partnership with diametric stakeholders. effect competency for a company lies in developing a product which satisfies a particular need of the market. A company if it decides to sell a product on its own than it is diverting from main line railway line resulting in operational difficulties. Marketing channel is ears and eyes of companies in the market. They stand companies with valuable informati on of customers, competitors and early(a) players in the market. Dells figurer exclusively uses direct marketing (the Internet and express mail service) in reaching customers are different of marketing channel depending upon the number intermediaries kindred retailer, wholesaler and distributor. Channels are also used by companies providing services for example, hospital and fire station have to strategically locate for mickle to reach without considerable efforts.In designing marketing channel companies crumble customer needs and preference for a given product. Further marketing channel should fall in line with general objectives of the company in cost and desired output level. Companies then need to explore discordant marketing channels like direct marketing, tele-marketing, direct mail, etc. to summon the right fit to reach the customer. Each channel short listed has to be evaluated on operational, cost effective and flexibility criteria. Once the channel is designed, comp anies face forward to selecting partners with characteristics, which have a positive impact for the product. Channel members need to get the right amount of training as to full represent their role with respect to customer and product. Companies need to develop a weapon as to monitor functioning of marketing channels on criteria found on total customer satisfaction. After reviewing marketing channel companies should exchange them to improve functioning and productivity.Companies are looking forward to innovating business functioning as to stand up to the competition and changing market scenario. This has seen build up different types of marketing channel. In a vertical marketing channel, the traditional producer-wholesaler-retailer becomes one functional unit. This can be achieved through franchise or single ownership. In horizontal marketing channel two or more un-related agencies combine to exploit the market opportunities, for example, banks in super markets. In multi-chann el marketing systems, companies use different marketing channels to reach different customer base or segment.In vertical channel deviations are amidst members of same channel. In horizontal channel conflicts are between similar service providers in a different channel. In multi-channel conflict arise when a different channel serves the same market. The first pervert in conflict resolution is to identify the cause for the conflict. Next clapperclaw is to manage the conflict. This can be done by setting up clear mandate for each member and their role in the overall objective of the company. Further, joint membership, diplomacy and exchange of team members are other ways in resolving conflicts.Companies need to design and manage marketing channels in such a way that they are endlessly able to deliver value to customer.