Factor affecting choice of channel of the distribution: the best channel distribution is one of that works best in n the selected by the company. The channel chosen should achieve ideal market exposure and should meet target customer's needs and preferences. The channel choices are influenced by the several factors. Such factors may be classified as following:

1.       Product characteristics: the product characteristics play an important role in the influenin gthe channel selection. The marketing executive must study the uses of a product, its frequency of purchase, perishability rapidty of the fashion change, the service required, its value and its bulkiness.

2.       Purchase frequency: the more frequently purchases are made; the more feasible it is for a manufacturer to use direct distribution. This requires extensive distribution which involves a financial consideration.

3.       Perishability: perishable and fashionable products such as dairy and bakery products, fruits and vegetables or sea foods must be placed in the hands of the final users as soon as possible after the production. These usually require more direct marketing of the dangers associated with the repeated handling and delays.

4.       Weight and technicality of the product: products that are bulky, large in the size, and technically complicated are usually sold directly by the company to the consumers because of the difficulty of finding the middle man for these lines. Moreover, the products of the technical nature require after sale service to the consumers, and these must be supplied either directly or through the shortest possible route.

5.       Selling price per unit: it selling price per unit is low, the channel of the distribution may be long as in case of cigarette and watches. If the selling price is more the channel is more direct as in case of television and radio.

6.       Standardization products or ordered products: stnaderized products each unit of which is similar in the colour, weight, size, quality etc. have indirect or lengthy channel of the distribution. If products are not standardized and are produced or other, they have direct selling.

Posted Date: 9/19/2012 7:29:18 AM | Location : United States

Ask an Expert

Related Discussions:- Factor affecting choice of channel of the distribution, Assignment Help, Ask Question on Factor affecting choice of channel of the distribution, Get Answer, Expert's Help, Factor affecting choice of channel of the distribution Discussions

Write discussion on Factor affecting choice of channel of the distribution
Your posts are moderated

Write your message here..

Related Questions

Briefly discuss the three major steps in target marketing, QUESTION ... QUESTION Briefly discuss the three major steps in target marketing Suppose you are going to purchase a mobile phone, explain how you would apply the three levels of produ

Case of the quality crusader, Q: What types of common cause variation and ... Q: What types of common cause variation and special cause variation are evident in this case? Q: Of Deming's "5 Deadly Diseases," please describe how each of the following di

What is multi channel marketing?, After their first arrival, the telephone,... After their first arrival, the telephone, email, fax, mobile phone and the internet were rapidly accepted in business contacts and for doing business transactions, creating fresh c

Enumerate in detail about the communication process, Enumerate in detail ab... Enumerate in detail about the communication process At a higher level, the communication process not only supports the transaction, by informing, persuading, reinforcing or di

Expalin the benefts of targeting to a marketer, Question 1: a) Define ... Question 1: a) Define market segmentation and briefly describe the different bases for segmenting markets. b) Expalin the benefts of targeting to a marketer. c) Explain th

Impliment and monitor marketing activities, role of stakeholders in marketi... role of stakeholders in marketing planing

Add expression with like denominators, add and subtract 4/6^t-1 + 3/6^t-1 add and subtract 4/6^t-1 + 3/6^t-1

Test marketing., explain the various approaches better followed by smcg com... explain the various approaches better followed by smcg companies in test marketing?

PRODUCT MIX, PRODUCT MIX OF LG COMPANY PRODUCT MIX OF LG COMPANY

What are processes for selecting target markets, What are processes for sel... What are processes for selecting target Markets? Market Targeting: Once the form has known its market segment opportunities, this has to evaluate different segments and a