Respond Through Place Week 7

Respond Through Place Week 7 - Respond Through Place...

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Respond Through Place Marketing Channel Putting It All Together Four P's Marketing Mix Tutorial Study Tools Marketing Channel Each company must at some point decide what is the most efficient  –  and profitable  –  way to get its products into the hands of the end user. Some, like Dell Computers, have decided that the most profitable way to distribute their products is to go directly to the consumer. They do this by promoting their website through direct mail catalogs, television ads, and magazine ads. Others, Ralph Lauren for example, uses a multi-channel approach which includes finer clothing stores, its own stores, department stores, and a website. Elsewhere, a potato farmer in Iowa might be forced to sell exclusively through his local produce coop. In each of these cases, the marketplace has developed a system of distribution, or a marketing channel, that keeps prices as low as they possibly can be. Middlemen, or intermediaries, are generally used to physically get the product in the hands of the customer. Intermediaries include wholesalers, jobbers, distributors, dealers, and retailers in the chain that connects the manufacturer to the end user. Some chains are short, such as Dell's described above. Others
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