Comparison of Six Sigma and Total Quality Management
Both Six Sigma and Total Quality Management are effective tools for quality management but a thin line of difference does exist between them. Although the methodologies and procedures involved in both the two appear quite similar but there are certain major differences. Six-Sigma is a relatively newer concept than Total Quality Management but not exactly […]
Introduction to Intellectual Property Rights
Intellectual Property Rights (IPR) safeguard the creations of the mind, offering legal protection to inventors, artists, and businesses for their innovations, designs, and works. When individuals and businesses know their work is protected, they are more likely to invest time, resources, and energy into research, development, and innovation. This cycle of protection and creation benefits […]
Quality Control Techniques
Introduction Quality of product and services determines success or failure of the organization. Consumers expect the company to maintain high-level of quality and consider it an important aspect of satisfaction. Quality management, therefore, becomes very important as far as any organization is concerned. Quality management can be accomplished through various quality control techniques. Quality assurance […]
The Argument against Planned Obsolescence
Planned obsolescence is often considered to be a part of the capitalist ideology. The supposed logic behind planned obsolescence is that capitalist companies put inferior components in their products. As a result, these products do not last as long. Since the products break down sooner, the customers are forced to buy new products. Opponents of […]
Factors Leading to Inventory Inefficiencies
In any company inventory management is one area that the managements always focus on when it comes to improving business efficiencies and cutting costs. An inventory reduction drive always yields results, which are visible and releases cash back into business. Does this mean that inventory management is inefficient? The answer can be a yes and […]
The last two decades have changed the way business is getting conducted. Some businesses are still using traditional channel systems but advent of the Internet has revolutionized distribution channels. Companies are changing business models to leverage Internet advantage.
With open proliferation of information, customer expectations are reaching new heights. Companies need to figure out the right channel mix with multi channels’ strategies. From a manager stand point marketing channel is defined as any external agencies, which facilitate distribution of products and services.
The marketing channel is one of the key drivers for strategies around the marketing mix, i.e. product, price, place and promotion.
The channel flow is a flow which relates different agencies involved in the distribution of goods and products.
The channel structure is referred to as the combination of different channel members in achieving organization’s marketing mix strategy.
The marketing channel consists of various players like manufacturers, producers, wholesalers and retailers. Manufacturers and producers develop their own marketing channel to reach the end user. However, not all manufacturers have the expertise in managing channel participants. Therefore, they need wholesalers and retailers for distribution of goods.
There are three types of wholesalers; merchant wholesalers, agents and producer’s branch offices. Merchant wholesalers usually have good capacity of storing and managing goods. In contrast, agent works as middlemen for producers and end users. Retailers are responsible for selling goods and products to end users.
The major role of channel participants is to make the distribution and selling of goods and products efficient. Intermediaries provide manufactures opportunities which for them financially would not be feasible. Intermediaries provide greater market exposure, market intelligence, economies of scale and operational knowledge.
Conflict among channel partners adversely affects the distribution of goods and products. It is important for the channel managers to understand the nature of conflict and come with solution, which strengthens the distribution network.
However, all issues in the channel cannot be considered as a conflict. The channel manager needs to assess the frequency of disagreement, level of disagreement and importance of issue.
The top reasons for an emergence of conflict among channel partners are as follows:
Conflict between the channel partners can be resolved by improving communication among themselves and also with producer. Another way of solving conflict is by directing all channels to a single objective of creating customer delight.
Multi channel marketing system has become a prominent way through which goods and products are delivered to end users. The multi channel system enables the companies to deliver goods and products to end users as per their preference. The delivery of goods can be through store, website, mail order, etc.
Another innovation in the marketing channel system is the franchise. Franchise enables brand recognition, standardization of operation structure, access to learning curve and less financial investment.
Your email address will not be published. Required fields are marked *
Communication Systems and Groupware – Information System Concepts that Apply in All Functional Areas of Business
February 12, 2025
