When it comes to marketing, it is necessary to consider a wide variety of aspects before starting business. This article will give information about one of the most important marketing area that every business needs to take into account and that is marketing channels.
The concept of marketing channel is quite common in business community. It can be understood methods of connecting producers and customers to reinforce the relationship between these two parties. In fact, if marketing channel is not paid much attention to and developed, it means that the companies are not good at promotion or attracting potential customers in the market. The consequences of this will fall short of managers’ expectancy within a very short period of time such as dramatic decrease in sales or making consumers lose their trust in the producers. That is why concentrating on improving marketing channels is one of the decisive tasks to the success of a company in the modern times.
2. Marketing channels
There are 3 marketing channels that all of the marketers need to differentiate. They are: communication channels, distribution channels and service channels. Apprehending each category of marketing channels is very significant because there are distinct duties and tasks equivalent to the three types mentioned above so that the producers can reach the best achievements or have the most effective plans and strategies in business.
Here are more details about each channel.
3. Communication channels
Communication channels are all of the ways to get access to target customers. In other words, such channels are to send and receive messages, responses from potential customers. The question to be debated is how to communicate with our customers? It is simple! There are a number of methods to approach consumers in the market.
The first way is mailing. Almost all companies have supporter emails through which customers can be informed of new products, prices, discounts or any change in payment and delivery methods and send their feedbacks about how they feel after using the goods.
The second way is interacting with clients through telephone. There have always telephone operators to receive phone calls from customers or to contact them in order to talk to them about products which are going to be launched in the market.
The other effective way of accessing target customers is through mass media like television, radios, websites… Nowadays, this is considered to be the most effective methods to have conversation with customers on the grounds that almost every person use internet and get access to websites displaying products online. So it is very easy to start a conversation with them to provide necessary information for them and get their reaction.
Apart from this, producers can also use posters, fliers, billboards as a way of interacting with their clients.
4. Distribution channels
Distribution channels are understood the method of delivering the goods to customers directly. The aim of this is to expose products to clients, sell them and dispatch them. Clients can come to see suppliers (retailers, wholesalers, agents or distributors) to purchase the goods. . They are also called intermediates between the seller and the buyer. The more intermediates the producers have, the more products they are able to sell. The channels are also related to points of sale of the companies. Such places are where the clients will come to and take an approach to the products. Therefore, it is vital to build a prestigious system of points of sale in order that introducing and selling the products can become easier.
This type of marketing channels is to consolidate the trust of customers to the companies. These channels bring good services such as transportation support, quick and easy payment methods, warranty, insurance or other facilities to give aids to the transactions between buyers and sellers. Sometimes, it can be after sale services which are to take care of persons purchasing the products of the companies. For example, a company producing mobile phones often focus on services for customers who have bought their products. Such services are warranty that customers can change the mobile phones to another one if they do not want to use the one they have bought anymore as long as there is no intentional damage. Besides, the companies will be willing to repair the phone for you free of charge if there is any mistake while using it.
From above analysis, we can come to a conclusion that marketing channels are actually vital in business activities particularly in serving the customers. From the very first stage of business, marketers should not ignore the three types of marketing channels mentioned above because if they are not focused on, the companies may cope with a crisis as there are very few customers and they do not have a strong position in such competitive markets today.