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Some Marketers Feel That The Image of The Particular Channel in Which They Sell Their Products Does Not Matter-All

The document discusses the importance of marketing channels and consistency between a brand's image and the image of the channels used to sell that brand. It notes that marketing channels are the path goods and services take from producer to consumer, along with information, promotion, and payment. When developing a channel marketing strategy, an organization must consider factors like customer communications, value, partnerships, service, technology, and distribution. Some marketers believe the image of the channel does not matter as long as the right customers are there, while others maintain the channel image can be critical and must match the brand image.

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Harriet Blaire
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132 views1 page

Some Marketers Feel That The Image of The Particular Channel in Which They Sell Their Products Does Not Matter-All

The document discusses the importance of marketing channels and consistency between a brand's image and the image of the channels used to sell that brand. It notes that marketing channels are the path goods and services take from producer to consumer, along with information, promotion, and payment. When developing a channel marketing strategy, an organization must consider factors like customer communications, value, partnerships, service, technology, and distribution. Some marketers believe the image of the channel does not matter as long as the right customers are there, while others maintain the channel image can be critical and must match the brand image.

Uploaded by

Harriet Blaire
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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THE  

MARKETERS   TRY  TO  PUT  THE  BRANDED  PRODUCT


IN  FRONT   OF   THE   CUSTOMER  IN  EXACTLY  THE   SAME  MANNER.

FOR   WHICH   THEY   USE   A   CHANNEL  FOR  DISTRIBUTION.

SO   THE   CHANNEL   IS   ''  THE   ARM  OF   THE  MARKETING''


OF   THE  BRANDED  PRODUCT.

Marketing Channels is  the path or route taken by goods and services as they move from producer to
final consumer; in addition to the goods and services themselves, title, information, promotion and
payment also move along the marketing channels carry.
HENCE   THE  CHANNEL  MUST  RELECT  THE  IMAGE   OF
THE  BRAND.

When an organisation is embarking on a channel marketing strategy, it needs to consider all the
parameters  that  will encompass  customer communications,  customer value modelling, partnership
marketing,  customer service operations, marketing technologies,   and   distribution.    
CHANNEL  Partners must have the right positioning and market exposure in order to drive up sales in a
real and meaningful way and thereby to increase profits.

Some marketers feel that the image of the


particular channel in which they sell their
products does not matter-all
Some marketers feel that the image of the particular channel in which they sell their products
does not matter-all that matters is that the right customers shop there and the product is displayed
in the right way. Others maintain that channel images-such as a retail store-can be critical and
must be consistent with the image of the product.

Take a position: Channel images do not really affect the brand images of the products they sell
that much versus channel images must be consistent with the brand image.

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