A marketing channel usually consists of at least one independent organization th

Question

A marketing channel usually consists of at least one independent organization that another organization depends on to perform certain tasks well.

Assume that you are the manger of a manufacturing firm that depends on a large retailer to reach your target market in a certain metropolitan area. You have discovered that a significant number of sales of your product are being missed because the product is out of stock in the retailer’s stores. Consider the five sources of power discussed in the text and how effective you feel each would be to utilize in this situation.

Select the source you feel would be most effective in getting the retailer to change their inventory policies so that out-of-stock missed sales of your product will be reduced or eliminated. Describe that source and why you feel it would be most effective.

Select the source you would turn to next if use of the first source does not work out and explain why that would be your choice.  

Write your initial response in 3–4 paragraphs.

Explanation / Answer

Ans

Most producers do not sell their goods direcly to final users.Between producers and final users stands one or more marketing channels ,a host of marketing channels , a host of markeing intermediaries performing a variety of functions.Manufactures have many alternatives for reaching a market.they can sell direc or use one, two or three level channels.Deciding which types of channel to ise calls for analysing cusomer needs,establishing channel objecives and identifying and evaluating the major alternatives including the types and numbers of intermediaries involved in the channel.

Retailing includes aal the activiies in selling goods or services directly to final customers for personal ,non business use.Like all marketrs , retailers must prepare marketing plans that include decision on target markes,product assortment and procurement.services and store atmosphere, price ,promotion and place..these decisions must take into account major trends such as growth of private labels , new retail forms and combinaions, growth of intertype , retail competition , competition between store based and non store based retailling ,growth of giant retaillers , decline of middle market retaillers.

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