Distribution Channels In Marketing Sample Paper 2020
Context/overview: This week you will describe the channels of distribution structure you will use to get your product or into the market: distribution channels in marketing
Write a 3-5 page paper that addresses:
• The rationale for the structure you have selected.
• How you will work with your channel members to help them promote your product to the ultimate consumer. This may include push and pull promotional strategies. How will you manufacture your product, warehouse it, and move the product to the next channel level? distribution channels in marketing
• What should your channel members expect from you, the manufacturer (marketer) of your product? How will your organization be structured to accomplish this?
The requirements below must be met for your paper to be accepted and graded:
- Write between 750 – 1,250 words (approximately 3 – 5 pages) using Microsoft Word in APA style, see example below.
- Use font size 12 and 1” margins.
- Include cover page and reference page.
- At least 80% of your paper must be original content/writing.
- No more than 20% of your content/information may come from references.
- Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement.
- Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.
References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing
In marketing, the four major classifications are the production, promotion, placement and price (Shaw, 2016). These elements come up to form distribution,and in every phase, it is relatively significant to have them considered. For any business, having the right choice of a distribution channel is equally essential. The delivery speed and the way products are handled are the significant determinants of a person’s choice. Among many factors which influence the decision made include the type of market, intermediaries involved and the product type. To get the product into the market, there are various methods one could utilize, which include self-distribution, wholesalers and distributors.
The rationale of the selected structure
Personal distribution would be well suited as it is convenient and saves a lot in terms of funds and personal. In other distribution forms, intermediaries would be included while this would not involve them(Shaw, 2016). Also, an entrepreneur tends to keep all of their wholesale purchase prices. Another thing is that the cost of selling depends on the volume sold and intended to be sold. This means that the cost of self-distribution could be lower than what is used to mark the wholesale prices which make room for a distributor’s markup.
Channel members and push and pull strategies
First and foremost, push and pull is one of the strategies used in promotion as businesses tend to take their products to their customers. For instance, when it comes to push strategy, merchandise is directly sold to customers through different models. These methods include showrooms, and negotiations with retailers to aid is selling their products for them(Kassean & Gassita, 2013).In exchange for the increased visibility, the retailers receive the special sales incentives. Common practices of push markets are in departmental stores that have specialized in fragrance lines.Here, the fragrance line will often offer the sale incentives for pushing its products to the consumers to the department’s stores. On the other hand, pull marketing happens in a scenario where customers have to look for the producer. Through word of mouth, promotions by media among others, companies create their brand which will make the customers to always visit their stores(Khuong & Ha, 2014). This two strategies would be essential while marketing the product at hand. For instance, in pull instances, one would advertise their products to the public making them aware of what they are buying and after a one time purchase, referrals could be made thus the growth of the business.
Channel members expectation
Through the strategies above, it would be possible to start and make a business stay stable. Channel members should expect progression thus should be ready to adapt to the market growth(Kassean & Gassita, 2013). The manufacturer also should be willing and prepared to stretch the raw materials and increase productivity depending on the client recruitment rate. For the starting time, it would require for the organization to have a small audience that would eventually grow when the pull and push strategies are keenly followed. Through commitment and integrity of the members, the whole process is expected to be a success. It would benefit every individual involved, the manufacturer, the owner of the organization, channel members and even clients.
A good entrepreneur is required to think outside the box in a situation where circumstances are projected not to take place as required. Thus, an entrepreneur is expected to have more than one plan in mind.
Kassean, H., & Gassita, R. (2013). Exploring tourists push and pull motivations to visit Mauritius as a tourist destination. African Journal of Hospitality, Tourism and Leisure, 2(3), 1-13.
Khuong, M. N., & Ha, H. T. T. (2014). The Influences of Push and Pull Factors on the International Leisure Tourists’ Return Intention to Ho Chi Minh City, Vietnam–A Mediation Analysis of Destination Satisfaction. International Journal of Trade, Economics and Finance, 5(6), 490.
Shaw, S. (2016). Airline marketing and management. Routledge.