Before a company undertakes the web version of marketing management and any channel partner strategy that is involved, the person in charge must first learn the basics of management training. A marketing channel is a group of exercises and other tasks necessary to transport or transfer ownership of a product from a certain point of production to the final phase of consumption. Basically, it is the complete transfer of the merchandise from the manufacturer to the end user. It is made up of all the people, groups, and marketing activities, such as advertising and selling, that are involved in the transfer process.
However, the process can vary widely depending on a number of factors, such as the type of industry, the channel partner strategy employed, how production is performed, and the groups and individuals playing against and with the manufacturer. Participants can be classified into two types: direct and indirect.
Direct Participants are so named because of their direct link to the source or manufacturer. They can do all the advertising and sale of the producer’s merchandise without having to go through other means to do the process.
Direct channel participants can be classified into two, merchants and agents. The merchants are basically those who are not only direct from the company but also within the terms of the company. The sample members are people from the manufacturing, production and marketing teams. Retailers, distributors, and company branches are also included in this category. Agents are those who have a direct connection to the manufacturer, but may also be outside of the company’s terms. Members of this category are brokers, commission agents, and other manufacturing representatives.
Indirect participants are simply those groups and organizations that are part of the process but are outside the full control of the company, as well as the second-hand source of the merchandise. They are a complete entity on their own, when as such they are employed by the company but not restricted by their own terms, or a partner company along with the manufacturer. Members of these groups are called facilitators because what they primarily do is “host” the sale of the product through their own approved means. They are usually chosen by the manufacturer.
Group members under the category are wholesalers, distributors, sales promotion agencies and advertising agencies. Some manufacturers take a different stance and employ marketing specialists, public relations firms, and shipping companies along with the first group of members to be mentioned. Other members of the group that are generally, but not all of the time, used and agreed upon by the manufacturer and the sales organization involved is the use of public storage together with storage companies, insurance companies, service groups and research agencies of market.
While the more conventional marketing media have been said, there are other functions that have not been taken or used. In fact, the creativity of both growers and marketers will help these marketing channels to evolve further.