Public Relations, Advertising, and Management - Essay Example

The goods are passed on by the manufacturer to the wholesaler in bulk form, the goods are then broken down into units by the wholesaler and passed on to the retailer, the retailer further breaks down the units of products and sells them to the customer. A manufacturer needs to consider various factors while deciding about the channel of distribution through which the product will reach the customer. These factors include the price, technicality, size, and shape of the product. The manufacturer even pays emphasis to the channel of distribution selected by the competitors and other factors include the size of the customer, production channel expenditure, and the setting where the manufacturing outlet is located. While selecting the channel of distribution, managers have to ensure that the goods are easily accessible and always available to the customer's disposable. This factor needs to be given importance because if a good or service is not easily accessible, customers tend to look for other alternatives and close substitutes.

One of the main elements within the process of marketing is advertising, advertising is just an element and can not be replaced with the marketing process, but it is a key element and impacts other parts of the marketing process. Advertising is used by marketers to create an image that is favorable and that the marketers want to create in the eyes of the customer (Plessis 93). Advertising is used in various stages of the marketing process to shape a favorable image. Marketers use advertising of price to create an image of the product, prices are set high to create an image of the product that is of high quality and prices are set low to create an image of an inexpensive but high-quality product. Low pricing can backfire as low prices create an image of a low-quality product. Makrters even use the place of advertising to create an image of the product, if the product is not easily available and is available in specific expensive outlets, the market is trying to create an image that represents that the product is of premium quality. Similarly, if the product is placed in a huge number of outlets and is easily available, it creates an image of a product that is a necessity and is quite frequently used. Advertisers need to be very careful while deciding about the price and the place of the product as this has a major impact on creating a desired image of the product.