The Influence of Marketing Channels on the Marketing Mix Essay

The Influence of Marketing Channels on the Marketing Mix - assay ExampleThe marketing channel includes every aspect of the business, from the growth concept to the guarantee of its value or manipulationfulness. There are two essential parts of a marketing channel namely the animal(prenominal) distribution structure which moves a product from the manufacturer to the consumer, and the marketing structure which is meant to ensure the achievement of marketing objectives. When a manufacturer designs a product to offer to the market (goods or work) he/she will accept first what are the customer needs to be addressed, what benefits will satisfy these needs and thus what features the product design should contain so as to deliver these benefits. The good manufacturer will employ this edge of product definition, in the stage above. Manufacturers stand at the top of the supply chain and can use a variety of sales, marketing, and physical distribution systems to connect their products with customers. Since the marketing channel is such a citywide concept which forms the relationship between the manufacturer, the distributor and the consumer, every aspect of the marketing channel affects the products or service mix, the distribution mix, or the communications mix. Suppliers and distributors have a great influence on the success of a firm. Distribution issues come into play heavily in deciding brand level strategies. In order to maintain ones brand image, it may be essential that retailers and other channel members provide certain services such as warranty repairs and carrying a large assortment of accessories.