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It is the way products get to the end-user, the consumer; and is also known as a distribution channel. [1] A marketing channel is a useful tool for management, [2] and is crucial to creating an effective and well-planned marketing strategy. [3] Another less known form of the marketing channel is the Dual Distribution [4] channel.
Distribution of products takes place through a marketing channel, also known as a distribution channel. A marketing channel is 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 get to the end-user, the consumer.
Distribution channels include a retail storefront, a website, or a mail-order catalogue. Multichannel marketing is about choice. [ 1 ] The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate.
Moreover, choosing the right distribution and marketing channels, followed by promotion, are vital steps in a go-to-market strategy. A company has to decide which distribution model to choose, what kind of support and services are required, and address the possibility of creating a competitive advantage. [ 5 ]
The non-store distribution channel is marked by low entry thresholds. Compared to store retailing that requires a retail outlet, inventory, cash flow to hire staff and advertising, non-store retail start-ups usually have to invest little to reach out to potential buyers of the goods and services they offer.
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The Global Supply Chain Forum has introduced an alternative supply chain model. [23] This framework is built on eight key business processes that are both cross-functional and cross-firm in nature. Each process is managed by a cross-functional team including representatives from logistics, production, purchasing, finance, marketing, and ...
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