Distribution channels in marketing revised

Distribution Channels in Marketing
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Abstract
During the past, remarkable changes have been made in how businesses should establish and accomplish their channels of distribution. Channels of distribution aid sales of a product of business. It results in market penetration and satisfying the market target. For instance, selling sports apparel company’s products to the target users. In order to penetrate the market, a proper distribution channel and strategy are essential. The study takes into account the definition of marketing channel, its importance to both the traders and consumers. Businesses are encouraged to use channels of distribution to serve a vast market. Thus a well-planned and informed marketing channels system helps the consumers to access their needs. For sports products, it is recommended to use both brick and motor and online to enable the clients to shop at their convenience. The business’ choice of the channel is informed by the type of the service or product existing, the availability of the channel, and the policies in place. Thus, the aim of all corporate enterprises is selling their products to their intended clients at a profit. In order to survive as a business, the proper strategy should be involved.
Distribution channel definition and its importance in marketing process
A Distribution channel is a route that the products take to the final user’s destinations. In other definition, “it is those participating in the movement of business products to the final clients or users to meet the needs of a client” (Kerin, 2017).

The chain can be from producer to consumers directly or from producer to intermediary or middlemen and finally to the user. Therefore the choice of which distribution channel to use depends on the organization’s nature and policies. From the above, distribution channel is classified as direct or indirect distribution. Distribution channels are considered essential since the channels help and abridge how every consumer gets their intended services and products. In addition to that, other benefits of distribution channels include, but not limited to; offering other related after-sales services such as packaging and transportation of products closer to the clients and users. Other benefits include faster delivery of products, this is one of the main duties of an intermediary. They distribute in varied quantities hence allowing users to acquire the quantity that suite their desire; increasing sales by convincing and influencing the prospective customers to purchase a product through personal selling/sales promotion and advertising. It also improves the quality and also quantity of products from producers. It means that, as intermediaries take up the role of packaging and transporting the products, the manufacturers will be at peace to concentrate on the production issues.
In most occasions, distributors provide information and sales prediction services for the areas to their traders on market needs. Such information shows the trend of a particular product in the market. Distributors are closer to the consumers; this enables the consumers’ need and wants to be communicated to the producers conveniently. Thus the information can be used in meeting the users’ needs and requests. From the functions of the channels of distribution, any business should not look down upon the chain. Involving the middlemen in the product distribution to clients is like delegating some duties. It triggers improvement on products or service offered.
The differences between direct and indirect distribution channels in marketing
Direct distribution
It is a system, without the involvement of intermediaries, where the product or service flows directly to the consumers from manufacturers. It is also known as zero intermediary level. Services take the front line in this strategy. For instance, the barber utilizes this strategy because the client receives the service directly. It is also experienced in businesses that deal with tangible goods, such as the jewels (Rafael, 2017). When a business use this channel, the consumers are likely to enjoy the low prices of the products or service since no intermediary is involved. Involving intermediaries in distribution processes is likely to increase the charge. Charge increase results from the additional transportation costs and profit base of the intermediaries. Regardless of the advantages, it has on the consumers; the producer is likely to lose some market segments or niche which can only be reached via indirect methods.
Indirect distribution
In this channel, the intermediaries are involved the products distribution from the producers’ premise to the final users. It can be one…two…three…and so on level(s) of the channel of distribution depending on the number of intermediaries engaged. Through the intermediaries, the trader or the manufacturer has a great opportunity to meet a large market base. Producers are also saved from conducting market research since this can be conducted by the middlemen. An indirect channel can involve one or more intermediaries for the distribution. These intermediaries are wholesalers, retailers, agents, and consultants.
The article, its author(s) and a brief summary of its core message(s)
The article titled, “Making the World a Better Place, One Scoop at a Time!” has been authored by Rafael Ben. The article gives the author’s view on how distribution as a practice session in merchandising is bias and how unfair advertising or promotions influence the position of user especially charwoman in the urban. It shows that those concerned with merchandising in a particular constitution, marketing officers, should take measures to ensure promotional strategies used are fair enough to the consumer. A firm’s ethics attract the loyalty of the customer. Though, firms’ main objective is to intensify the net income, the firm ought to understand that maintaining ethical standard and fairness to consumer results into the firm’s sustainability. The written report expose that following ethical standards in marketing enables a business to raise its sales hence more profit acquired. Furthermore, any advert touching offending elements such as religious offences are likely to change the perceptual experience of consumers on a firm. This limits the business in its market base. The study concludes that choosing and settling on marketing strategies require strict adherence to ethics and fairness in order to capture large market for a particular firm. The ware s offered by the firm must be condom and any entropy regarding the toll and advantage should be availed. If this is done, the shoppers are guided on making proper decisiveness on buying the product. The commitment level of a firm must be as high as possible to satisfy market butt.

Distribution channels relationships in maintaining a satisfied target market
Distribution networks are substantial as they affect sales and usage of a product/service, if a product isn’t explained in its usage technique and made available it cannot be accessed by the users. Distribution and customer service play a huge role in maintaining a satisfied customer base. There are choices that determine customer satisfaction including what levels of stock must be kept, minimum order quantities, delivery channels & frequency as well as warehousing sites. Therefore distribution channels play a significant role in maintaining market target. The channel enables the users to get what they need, the time they need it and the most appropriate quantity they need.
An example illustrating the distribution strategies for online Vs. brick and mortar
Delivery strategies are normally similar for the online versus brick and also mortar industries as they both have an aim of reaching a large number of customers through using advertising. Contrast to that brick and mortar businesses have a drawback of competing with the fact that online businesses have lesser charges and greater flexibility. Brick and mortar businesses provide more instant satisfaction for consumers when it comes to purchases, but the disadvantages are more overhead when it comes to carrying out the transactions (Rafael, 2017). Both types of businesses can use same intermediaries’ such as trucks, ships, planes or trains to move their product to users. Brick and mortar businesses provide an added advantage because users tend to have more sureness in a product they can actually see and touch. At the same time, many consumers/users enjoy the ease of shopping from home, which is only provided for by the online businesses. For example, Amazon has always stood out for their great marketing strategies and success since they mix the two, online and brick and mortar, businesses. Through this style, customers are allowed direct experience such as testing out Kindles and price scanning books using the App. The style also covers many users regardless of their convenient shopping means.
Recommendation for distribution strategy for a newly formed sports apparel company I work for and the reasoning for the conclusion
For the sports apparel company, I commend the distribution strategy to operate in both online and brick and mortar. There needs to be a storefront to allow customers to try on clothing and gain mindfulness. In addition, an online presence also allows customers who enjoy the opportuneness of shopping online to do so. Also, to assist in the accomplishment of reaching new potential and maintaining existent customers, the store could have sales fairs and promotions. Other than publicity, direct mailing is also an option of promoting the new products and gain users attentiveness. I also recommend an intermediary to assist with train or truck shipments. Wholesalers, retailers, consultants, and agents are examples of intermediaries which already have resources and relationships to bring the products to the users. If a business sells indirectly instead of selling direct, the entire channel becomes user since they buy the business’ product and resell it. Delivering strong marketing programs and understanding the needs of consumers enables the business to maximize the revenue (Kerin, 2017).
References
Rafael, B. (2017). Making the World a Better Place, One Scoop at a Time!. CSA News, 62(12), 36. http://dx.doi.org/10.2134/csa2017.62.1225
Kerin, R. A., & Hartley, S.W. (2017). Marketing (13th ed.). Retrieved from The University of Phoenix eBook Collection database. N.A. Strategic Marketing: Distribution Channels. 2006-2017. http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/