This document discusses marketing channels and strategies for distributing products and services. It identifies different types of buyers and reasons for using marketing channels, such as making products more available and financial needs. It then outlines consumer channel levels and intermediary distribution strategies like selective, exclusive, and intensive. The document also lists major channel alternatives like direct marketing, retail stores, and indirect channels. It analyzes these alternatives both qualitatively and quantitatively before discussing how to select stable and financially sound channel members that promote a company's image.
9. Identifying Major Channel Alternatives
Direct
Marketing
Internet
Telemarketing
Retail stores
Indirect
Retail stores
Distributors
Value added
partners
Direct sales
Value added
partners
Sales force
Push where you are pushing your product to the customer using a sales people (toilet paper)
Low brand loyalty
typically Impulse product
Product benefits are understood
Customer typically choose brand at the store
The pull strategy
