What is meant by marketing channels?
Marketing channels can be described as a group of people or organizations and activities that work together to transport goods from the place of production or the point of origin until they reach the point of consumption, and the main purpose of establishing marketing channels is to create a way of communication between the organization that creates products and provides services and between customers Or consumers who are likely to deal with them and may want to buy them, and this marketing channels are a system that ensures the distribution of these products to the consumer by passing them in several different levels known as intermediaries, and distribution channels differ from one product to another and depending on the type of goods produced, distribution channels may be used by using them To obtain the necessary information about competitors and their business, customer needs, the nature of the target market, technological developments and the best means to reach customers who have the desire to buy directly, and it is possible that some factories use multi-channel marketing strategies if that is appropriate to the number of products that they produce and suitable for its business at the same time
What are the types of marketing channels?
Marketing channels are important to increase the ability to reach customers and thus increase sales and achieve profits in order to reach the company’s goals. Therefore, many types of marketing channels have been devised to suit different industries and products, and in the following is an explanation of the most important types of marketing channels:
The idea of direct marketing is to market and sell the product directly to consumers, away from intermediaries and retail locations, and peddling is one of the oldest forms of direct selling, and modern direct marketing includes all the methods through which it can be; Communicating with customers individually or personally, such as using the Internet to complete sales and individual demos, arranging contact procedures with them, etc., and studies have indicated that the use of direct marketing is most appropriate for companies because of the convenience and cost reduction in it, so this form may be considered one of the best Types of small business marketing channels that are under development due to its low cost of operation.
Through this type of marketing channels, intermediaries such as wholesalers and retailers are dealt with, and this type of marketing is also known as indirect marketing, and it may take place on several levels, some of which take place through only one level; That the goods are transferred to another party and then to the consumer, but in other cases the chain may consist of two or three levels that transfer the goods to the consumer, and this is done to make the products available to customers and consumers indirectly, and institutions use this type due to their lack of full knowledge of the labor market or the difficulty Reaching a part or category of customers, where it is agreed with the merchants as some of them are agents who supply the goods to other parties or market them in turn to customers and consumers if necessary, and this ultimately depends on the broker’s ability to absorb the size of the market and cover all the needs of the target parties and in the form that they can From creating satisfaction and loyalty to ensure future business continuity.
Dual marketing means that factories or institutions use more than one channel to market their products to reach the final consumer, as they can do so by communicating directly with the final consumer or distributing and transferring products and goods to other companies and parties that contribute to the distribution and marketing process, despite the advantages and benefits that can be gained. Through the use of this type of marketing, however, if more than one marketing channel is used, this may lead in a few cases to business conflicts and some errors, and to avoid these matters, some entities take advantage of business privileges, so they give the privilege to a specific team to manage one of its units Or its channel, provided that it manages the units or other channels that may be somewhat more important and broader than other channels whose management is handed over to others.
The previous types are based on following one basis in the direction of the flow of products, which starts from the producer of the goods, and ends with the final consumer of the products or services. What is actually available to the consumer and presenting it to other parties and merchants who can buy these products to modify and maintain them if possible to try to sell them again. need it.