Alternative Distribution Channels: Marketing Management
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LIBRARY PROJECT: You and your team have decided to investigate the use of alternative distribution channels. Use the Library and internet to provide one other alternative channel management technique that could help a company sell its products or services. What conclusions, both positive and negative, can you draw about alternative channel management techniques? How can this knowledge help you make better applied marketing management decisions?
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Alternative Distribution Channels: Marketing Management Decisions
Introduction
Distribution is a process of marketing to deliver the products to the marketing channels and consumers. It covers the various activities involved in the physical flow of the product from the producer to the consumer. The distribution channels are designed in an effective way to help a company to furnish a sustainable competitive advantage. All distribution channels do not operate at same level. The number of levels decides the length of the distribution channels. There are various alternative distribution channels based on the levels (Gorchels, Marien & West, 2004).
The alternative distribution channels are of four types?zero level channel, one level channel, two level channel and three level channel. All these alternative distribution channels are very useful for the company.
Uses of Alternative distribution channels
The zero level distribution channel is a direct marketing channel. These channels have no intermediaries. The manufacturer has direct contact with the consumer. The direct interaction of manufacturer and the consumer help the company to have better sales as the consumer have full knowledge about the products and its techniques. The one level distribution channel has a retailer as ...
Education
- MBA (IP), International Center for Internationa Business
- BBA, University of Rajasthan
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