# What is Marketing channel?
Ans: - A set of interdependent organization that involve in the process of marketing a product and service available for use and consumption by the consumer and business user.
# How channel members add values?
Ans: - A marketing products and services availed to consumers; channel members add value by bridging the major time, place, and possession gaps that separate good and services from those who would use them members of the marketing channel perform many key functions. Some help to complete transactions –
1. Information: - Gathering and distributing marketing researches and intelligence information about actors and forces in the marketing environment needed for planning and aiding exchange.
2. Promotion: - Developing and spreading persuasive communications about an offer.
3. Contact: - Finding and communicating with prospective buyers.
4. Matching: - Shipping and fitting the offer to the buyers needs, including activities such as manufacturing, grading, assembling, and packaging.
5. Negotiation: - Reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.
6. Physical Distribution: - Transporting and storing goods.
7. Financing: - Acquiring and using funds to cover the costs of the channel work.
8. Risk taking: - Assuming the risks of carrying out the channel work.
# What is channel level? How many types of level in marketing channel?
Ans: - Channel level: A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer. There are two types of marketing channels –
a) Direct marketing channel: - A marketing channel that has no intermediary levels. The company sells directly to consumers.
b) Indirect marketing channel: - A marketing channel containing one or more intermediaries levels.
# Difference between direct marketing and indirect marketing.
Ans: -
Direct Marketing Indirect Marketing
1. A channel that has no intermediary level. 1. A marketing channel that has one or more intermediary levels.
2. Company does direct sells. 2. Company does indirectly sell.
3. Company sell product to consumer directly. 3. Company sells product to consumer by intermediaries.
4. Company earn full profit 4. Company cannot earn full profit.
5. Door to door sell. 5. Sellers by distributors.
# Channel Behavior and Organization. ( Syllabus item)
Ans: - A marketing channel consists of firms that have partnered for their common good. Each channel members depends on the others. Channel behaviors are two types. They are –
1. Channel conflict: - Disagreement among channel members on goals and roles who should do what and for what rewards. It is two types –
a) Horizontal conflict: - It occurs among firm at the same level of channels.
b) Vertical conflict: - It occurs between different level at the same channel is even more common.
2. Conventional distribution channel: - A channel consisting of one or more independent producers, wholesalers, and retailers each a separate business seeking to maximize its own profits even at the expense of profit for the system as a whole.
# What is vertical marketing system? Define VMS component.
Ans: - For the channel as a whole to perform well each channel member’s role must be specified and channel conflict must be managed. The channel will perform better if it includes a firm, agencies or mechanism that provides leadership and has the power to assign roles and manage conflict.
Vertical Marketing System (VMS): - A distribution channel structure in which producers, wholesalers and retailers act as a unified system. One channel members owns the others has contract with them or has no much power that they all cooperate.
Producer
Wholesaler / Retailer
Consumer
Vertical Marketing System is three types –
1. Corporate VMS: - A vertical marketing system that combines successive stages of production and distribution under single ownership. Channel leadership is established through common ownership.
2. Contractual VMS: - A vertical marketing system in which independent firms at different level of production and distribution join together through contracts to obtain more economics or sells impact than they could achieve alone.
3. Administrative VMS: - A vertical marketing system that coordinates successive stages of production and distribution not through common ownership or contractual ties but through the size and power of one of the parties.
# What is horizontal marketing system?
Ans: - A channel arrangement in which two or more companies a one level join together to flow a new marketing opportunity.
# What in multi channel distributions system or hybrid marketing channel?
Ans: - A distribution system in which a single firm sets up two more marketing channel s to reach one or more customers segments.
Producer
Distributors
Retailers Dealers
Consumer segment1 Consumer segment2 Business segment1 Business segment 2
# Channel Design Decisions. ( Syllabus item)
Ans: - Designing channel system calls for analyzing consumer needs, setting channel objective, identifying major channel alternative and evaluating channel alternative.
1. Analyzing consumer needs: - Marketing channel are part of the overall consumer value delivery network. Every channel member adds value for customer. Designing channel should find out what consumer want from channel. Do they want to buy form near by location are they want to travel to more distance centralize location.
2. Setting channel objective: - A company should setting channel objectives to do their activity. A company’s channel objectives are influenced by nature of company, its products, its marketing intermediaries, its competitors and the environment.
3. Identifying major alternatives: - After define a companies channel objective it should next identifying major channel alternative in terms of types of intermediaries. Number of intermediaries is responsible of each channel member.
a) Types of intermediary: - A company should to identify types of channel member to carry out its channel works.
b) Number of channel member: - A companies should identifying number of cannel to use at each level.
c) Responsibility of channel member: - A producer and intermediaries need to agree on the terms and responsibility of channel member.
4. Evaluation of channel alternative: - A company has identified several channel alternatives. Among of them one alternative company selected base on long term benefit. Each alternative should evaluated base on company control and adapting criteria.
কোন মন্তব্য নেই:
একটি মন্তব্য পোস্ট করুন