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Management - Essay Example

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Distribution channel is a term used to refer to the route through which the goods and services produced by an organization reaches it target customers (Plessis 93). The selection of the distribution channel is in the hands of the manager and the manufacturer of goods and…
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Management Distribution channel is a term used to refer to the route through which the goods and services produced by an organization reaches it target customers (Plessis 93). The selection of the distribution channel is in the hands of the manager and the manufacturer of goods and services. Several types of channels of distribution are available for the managers to choose from. These channels include: the manufacturer selling the goods diorectly to the customer or the manufacturer selecting a group of channels before the product or service finally reaches the custonmer. For exmaple: the goods are passed on by the manufacturer to the wholeseller in bluk form, the goods are then broken down into units by the wholeseller and passed on to the retailer, the retailer further breaks down the units opf 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 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 accesible and always available to the customers disposle. This factor needs to be given importance because if a good or service is not easily acceible, custonmers tend to look for other alternatives and close substitute.
One of the main element 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 which is favorable and which the marketers want to create in the eyes of the customer (Plessis 93). Advertising is used in various stages of the marketing process in order to shape a favorable image. Marketers use advertsiing of price to create an image of the product, prices are set high to create an image of product which is of high quality and prices are set low to create an image of an inexpensive but high quality product. Low pricing can back fire 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 avilable and is availble in specific expensive outlerts, the marketr is tryiong to create an image which represnts that the product is of premium quality. Similarly if the product is of placed in huge number of outlets and is easily avialable, it creats an image of a product which is a necessity and is quite frequently used. Advertisers need to very careful while deciding about the price and the place of the product as this has a majort impact in creating a desired image of the product.
Works Cited
Plessis, D. F.. Introduction to public relations and advertising. Lansdowne: Juta, 2000. Print. Read More
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