marketing channel

Marketing Channel

Marketing Channel Jonathan Poland

A marketing channel is the way that a company reaches its customers to sell its products or services. Marketing channels can include a variety of different methods, such as retail stores, online platforms, direct mail, or direct selling. The choice of marketing channels depends on a number of factors, such as the type of product or service being sold, the target market, and the available distribution channels. By choosing the right marketing channels, a company can reach its customers more effectively and efficiently, and can maximize the impact of its marketing efforts.

Retail
Distributing products and services through locations that you own and operate.

Retail Partners
Selling to retailers.

Franchising
Distributing through retail locations that you have significant control over but don’t own. For example, a car manufacturer may sell through a network of authorized dealers who need to meet a variety of conditions to quality.

Direct Marketing
Establishing a direct relationship with customers with techniques such as personal selling or digital commerce.

Wholesale
Partnering with wholesale businesses that have their own distribution networks.

Agents/Brokers
Using agents and brokers to represent you in distributing your product to wholesalers, retailers or customers.

Value Added Reseller
Distributing products or services to partners that incorporate it into their own offerings. For example, a bicycle tire manufacturer may sell primarily to bicycle manufacturers.

Here are some steps you can take to set up a marketing channel:

  • Identify your target market: The first step is to identify the specific group of customers that you want to reach with your product or service. This will help you to determine which marketing channels are most likely to be effective in reaching these customers.
  • Research your options: Next, research the different marketing channels that are available to you, and consider the pros and cons of each one. Look at factors such as the cost, reach, and effectiveness of each channel, and consider how well they align with your target market and your business goals.
  • Develop a plan: Once you have identified the marketing channels that are most likely to be effective for your business, develop a plan for how you will use each one. This should include specific goals, tactics, and metrics for measuring success.
  • Implement and monitor: Implement your marketing plan and monitor the results. This will allow you to see how well your marketing channels are working, and to make any adjustments that may be necessary to improve their effectiveness.

By following these steps, you can set up a marketing channel that will help you to reach your target market and generate sales for your business.

Learn More
Retail Automation Jonathan Poland

Retail Automation

Retail automation refers to the use of technology to automate and streamline various processes in the retail industry, such as…

Needs Analysis Jonathan Poland

Needs Analysis

Needs analysis is the process of identifying the valuable requirements for a product, service, experience, process, machine, facility, or infrastructure…

Pricing Strategies Jonathan Poland

Pricing Strategies

Pricing strategy involves deciding on the right prices for a company’s products or services in order to achieve specific business…

Volatility Risk Jonathan Poland

Volatility Risk

Volatility risk is the possibility that changes in the volatility of a risk factor will lead to losses. Volatility is…

What is a Market? Jonathan Poland

What is a Market?

A market is a place or platform where buyers and sellers come together to exchange goods and services. Markets can…

Managing Expectations Jonathan Poland

Managing Expectations

Managing expectations is the practice of communicating information to prevent gaps between stakeholder perceptions and business realities. It is common…

Analytics Jonathan Poland

Analytics

Analytics is the practice of analyzing data in order to draw insights and inform business decisions. This can include analyzing…

Channel Pricing Jonathan Poland

Channel Pricing

Channel pricing refers to the practice of setting different prices for a product or service depending on the sales channel…

What is Cost Overrun? Jonathan Poland

What is Cost Overrun?

A cost overrun occurs when the actual cost of completing a task or project exceeds the budget that was allocated…

Content Database

Soft Skills Jonathan Poland

Soft Skills

Soft skills are a broad and diverse set of abilities that are essential for success in many areas of life,…

Brand Quality Jonathan Poland

Brand Quality

Brand quality is the perception of the level of excellence that a brand achieves in the eyes of its customers.…

Sales Planning Jonathan Poland

Sales Planning

Sales planning is the process of setting revenue and unit targets for a sales team, and developing a plan to…

Customer Service Jonathan Poland

Customer Service

Customer service is the practice of providing support, assistance, and guidance to customers before, during, and after a purchase. This…

How does a plane fly? Jonathan Poland

How does a plane fly?

A plane flies due to a combination of four fundamental forces: lift, weight (gravity), thrust, and drag. These forces work…

Loss Leader Jonathan Poland

Loss Leader

A loss leader is a product or service that is sold at a price below its cost in order to…

Sales Objections Jonathan Poland

Sales Objections

A sales objection is a concern or hesitation that a customer has about making a purchase. Identifying and addressing these…

What is the Broken Window Fallacy? Jonathan Poland

What is the Broken Window Fallacy?

The broken window fallacy refers to the idea that the economic benefits of destructive events, such as wars and natural…

Administrative Burden Jonathan Poland

Administrative Burden

Administrative burden refers to the workload and effort required to comply with laws and regulations that do not directly contribute…