A Priority Based Compromise Fuzzy Goal Programming Approach For Channel Allocation Problem Essay

2) Explain the role of channel intermediaries in the product distribution process. Why is their role important?

This paper is intended to shine a light onto distribution channels, both direct and indirect, as well as, provide a better understanding of channel levels. It will also deal with the different channel organizations, including conventional, horizontal, vertical and multichannel marketing systems.

As mentioned in an earlier assignment, there are three main types of distribution channels. The first is the channel that goes from the producer, then to the wholesaler, then to the retailer or sells to the consumer. The second channel starts with the producer who sells straight to the retailer, who then sells to the consumer. The third channel goes directly from the producer to the consumer. Channels one and two are classed as indirect marketing channels, whereas channel three is a direct marketing channel as it goes straight from producer to consumer.

Lamb et al. (2008) suggests that non-traditional channel provide a manufacturer serving a niche market with a means of gaining market access and customer attention without having to establish channel intermediaries. Again non-traditional channels can also provide another avenue of sales for larger firms.

This task I am going explain the process of distributing goods through different channels from the manufacturer to the customers. The term distribution means the process of delivering, storing and selling goods, so that they can be used by customers. (Source- Intermediate Retail and Distribution, Delivering is about what types of transport which are used to carrying and delivering goods, the types of transport is going to be Rail, Road, Air, Water for example rivers, ocean cargo and canals and People. Storing is about where the goods are going to come from and where they are going to be stored. Selling is going to be where you are going to sell the goods

Marketing channels are very important to both the manufacturer and the consumer. These channels are the way the manufacture releases their product to the consumer for purchasing. Manufactures can choose either a direct channel which is the means of selling customers or accepting orders from them. A sales force calls on customers and prospects to present information on products and persuade them to place orders. Retailer channel is the channel that manufacturers sell their goods directly to large retailers such as Amazon which then sell onto the final consumers. wholesaler channel typically buys and stores large quantities of several producers’ goods and then

To put the company's products to consumers can be sold through public distribution channels, direct channels, indirect channels.

Task 1 - Describe the distribution process through different channels from the manufacturer through to the customer for the following; an independent retailer and a multiple retailer. (P2)

“A distribution channel strategy enables us to sell to customers in geographical areas or market sectors that the direct sales team cannot reach. We can choose from a number of distribution channels, including wholesalers, retailers, distributors and the Internet. Each channel gives us different options for dealing with customers and prospects. However, to ensure that our distributors operate effectively on our behalf, our strategy must incorporate the right level of control and support.” (Linton)

Apple also uses multichannel distribution system which is a distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments. This is also called a hybrid marketing channel. Multichannel distribution systems offer many advantages to companies facing large and complex markets. With each new channel, the company expands its sales and market coverage and gains opportunities to tailor its products to the specific needs of diverse customers. Multichannel distribution systems, however, are harder to control, and they generate conflict as more channels compete for customers and sales. Without distribution even the best product or service fails.

Can help to carry as many products as possible and reach the maximum amount of potential customers; also helps to improve the business and brand images.

22. Channel assembly is the process of using members of the distribution channel as if they were assembly stations in the factory.

When a company is looking at promoting a new or existing product or service, the involvement of their marketing channel during the design of the promotional program is key component. According to the text Excellence in Business (Bovée, Thill, Mescon; p. 417-418), a market channel is the network of firms that work together to get goods and services from the producer to the customer.

The first type of problem discussed was the global location allocation problem. These problems are often seen in large business and can be solved by combining AHP and GP. However, in this smaller example the decision maker is choosing where to send his sales associates. According to the AHP, the goal must first be set, then the criteria, then the alternative locations, as seen in Figure 2.

What is the importance of Marketing channels and distribution? Marketing channels has been used in business operations for a long time. A marketing channel is made by the people, organizations, and activities necessary to transfer the ownership of goods from the point of production to the point of consumption. It is the way products and services get to the end-user, the consumer; and is also known as a distribution channel. Distribution channels is a network of firms that are interconnected in their quest to provide sellers a means of infusing the marketplace with its goods and buyers purchasing of those goods. (Iacobucci, 2013) Distribution is one of the most important features that one must consider in undertaking even a simple marketing channel. Distribution and Marketing channels are very important because they are the ones who help us find the products and services that we greatly need. (Retrieve from Importance of Marketing) Today, electronic delivery sends information to ones’ computers, smartphones, and other devices in ways that allow for more immediate and continuous access anywhere, anytime, and with a better filing system than paper notices. (Swire & Ahmad, 2015) This allows customers to receive electronic notices and interact with their accounts regardless of location, which provides much desired flexibility and convenience. Therefore, one needs to know the important role that marketing channels play to help the company succeed. Marketing channels increase the