`` The Funnel We Need : Follow Customers As They Actually Behave

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.

A marketing channel is simply a path that flows from sellers to end-users (customers). Traditional brink and mortar marketing channels can include intermediaries such as manufacturers’ agents, wholesalers,

According to Kotler and Keller (2016), in order to reach the target market, marketers utilize marketing channels. The route that the product takes on its way from production to consumer is important because the marketer must decide which channel is best for their particular product (Blunt, n.d.). Datavast is an established player

The final strategy of the marketing mix is promotion. This strategy deals with how potential customers will be told about the new product, what the message will be, the delivery of the message, and the incentives offered by the company (Glenco McGraw-Hill, 3rd Edition). Successful promotion must reach a large percentage of the targeted market. Using radio as an example and considering the target market of 12 – 18 year olds, a company choosing to advertise via radio must consider the time of the promotions. If the company is promoting its product during the school year, it is highly unlikely that youth will hear the radio advertisement

It suggests that consumers can transition through the continuum using various integrated marketing communication techniques. He suggests that they start as prospects who have not yet made a purchase but then become a customer once an initial sale is made, by developing on this relationship and repeat purchase they become a client and finally an advocate of the brand through brand insistence. As it stands Latimer are currently in the customer stage of the ladder. They have established an initial sale with Amazon and are now working towards a repeat purchase and becoming a

Most companies today have changed their marketing techniques. Instead of focusing on all potential buyers out in the market, which is called “mass marketing,” they began to implement the use of “target marketing,” which is where companies focus on specific group of consumers that have the highest potential for the company to make a profit. In target marketing, there are four steps that the company must undertake, to design a consumer driven marketing technique. The first two steps involve the company the selecting potential consumers to target on. The first step is called “market segmentation,” and the second step is called “market targeting.” The last two steps involve the company deciding on how to create specific products for their

The marketing channel(s) that will be used to distribute that product and the reason why these channels were selected

Businesses today are faced with multiple channels that can be used to reach potential customers.

Especially for a new business venture, Marketing is important to cascade the products in all perspectives. For an effective marketing activity to the targeted audience, the marketer's must choose communication channels that are designed to connect with their identified target audiences at times when they will be most receptive to these messages.

Distribution channel is the path that a product takes from producer to consumer. In today’s modern world distribution channels of varying length and types exist. A direct channel of distribution is the one in which the producer sells the product to the consumer directly. It is the most simple and shortest path. Internet is a form of direct channel distribution.

When it comes to advertising, the advertising media is an important aspect. Advertising media “are the various means by which the message is communicated to the target market” (Perrault, Cannon, McCarthy, 2013). There are several aspects that an advertiser must consider when choosing the best advertising medium to use, which can change depending on the situation. One way that advertisers can ensure effectiveness in terms of their advertising media is to make sure that they give careful consideration of their promotion objectives, the target markets that they want to reach, the available funds for advertising, and finally the nature of the media (Perrault, Cannon, McCarthy, 2013). The nature of the media includes “whom they want to reach, with what frequency, with what impact, and at what cost” (Perrault, Cannon, McCarthy, 2013). For each of the types of media, however, there are advantages as well as disadvantages.

Marketing channels are the courses to advertise used to offer each item and administration that buyers and business purchasers buy all around on the planet. An advertising channel is an arrangement of reliant association required during the time spent making an item or administration accessible for use or utilization (Coughlan, 2006). A marketing channel can be characterized as trade connections that make client esteem in the securing, utilization, and attitude of items and administrations. Promoting channels dependably rise out of an interest that commercial center needs be better off. Nonetheless, advertises and their necessities never quit evolving; hence, showcasing diverts work in a condition of consistent change and should always adjust to go up against those progressions. From its beginning to its contemporary standing, the advancement of promoting channels thought can be partitioned into four phases. (Pelton, 2002)

Recipient (2003) of the Louis W. Stern Award, given for the outstanding article published in any AMA journal in the area of marketing channels and distribution between three and eight calendar years (1995-2000) after publication (Mohr, Fisher, and Nevin 1996, see list of publications below)

We all know that a marketing mix consists of product, price, place and promotion. Distribution channels help in the ‘place’ aspect of the marketing mix. Distribution provides place, time