TYPES AND PURPOSES OF STUCTURES IN
M A R K ET I N G C H A N N E L M O D I F I C AT I O N
-MARK ET ING CHANNELS ARE HOW
BUSINESSES REACH COSTUMERS.
3 TYPES OF MARKETING
CHANNEL S :
COMMUNICAT I ON
DISTRIBUTI ON
SERV ICE CHANNEL
COMMUNICATION
COMMUNICAT I ON
CHANNEL S
-PRESENT INFORMATI ON TO
POOLS OF POTENTI AL
CONSUMERS KNOWN AS
THE PRODU CT TARGET
MARKETS .
EXAMPLES ARE:
DISTRIBUTION
- Product
reach costumers through
distribution channels. It also include the
costumers point of purchase. And it is
similar to communication channels
because it is also based on the shopping
preferences of the products target
market.
SERVICE
-TRANSACTIONS ARE FACILITATED
THROUGH SERVICE CHANNELS . TYPES OF
SERVICES CHANNELS ARE:
BANKS
WAREHOUSE
INSURERS
AND TRANSPORTATION COMPANY
MARKETERS MAY CHANGE SERVICE
CHANNEL STRUCTURE TO IMPROVE
EFFICIENCY OR FOR COST-EFFETIVENESS.
SUPPLY CHAIN
ALSO KNOWN AS THE VALUE
DELIV ERY NETWORK, THE SUPPLY
CHAIN REFERS TO THE PROCES S OF
TURNING RAW MATERIAL INTO
PRODUCT S IN COSTUMER’S HANDS.
COMPANI ES MODIFY THE SUPPLY
CHAIN STRUCTURE FOR STATEGIC
BUSINESS ALLIANC E PURPOSES.
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