Successful Channel in Marketing - Essay Example

The significance of a channel’s reputation and image as to how it affects a product will depend on some factors such as the specified product to be sold including its cost and quality, customer needs, and the strength of the product’s brand (Rajan 17). Above all, there is no optimum or correct channel for distributing a product or service; it is important for the marketer to focus on other factors when creating a regular channel marketing strategy and making precise channel decisions.

Buyers buy a product or service to satisfy a particular need. In decision making in marketing, a buyer has a performed image of the goods or services based on the marketing messages and the company’s reputation. Thus, where the customer finally buys the product is irrelevant to the customer; so long as the product is to the best of his expectations and that the procedure for buying is as simplified as possible. Products that are strongly advertised or those with powerful brand names will definitely have consumers looking out for their products despite the type of distribution used.

On the other hand, the consumer value proposition and the buying process changes and mirrors shifting priorities based on the personal needs of the consumer. For major goods or services, customers may demand varying levels of attention, services, or uniqueness in the purchase (Rajan 20). Such consumer demands can be achieved by different channels of distribution, which are influenced by the type of channel used by the producer. This may include how well-motivated and trained the channel is, and the way the channel services the consumers.

Indeed, there is nothing like a correct or best channel of distribution for all goods. As products flow in a life cycle, channels that have been in existence will vanish to give way to new ones. As consumer positions, attitudes, usages, and positions of the goods change, it is highly probable that consumers will find the way to different channels.