Distribution Channels Essay Example | Topics and Well Written Essays - 750 words

Distribution Channels - Essay Example It involves providing important features of the product that makes it stand out from the competitors. In addition, the people element refers to how the service and the expertise and skills of the people who work for the organization who help in the achievement of a company’s goals and objectives as well as beat competition. Finally we have the place also known as the distribution channel which is a channel of activities that acts as a bridge between the producer of a product and the actual user of the product (Armstrong & Kotler, 2009). All the marketing mix elements are important to an organization but the distribution channel is the most important and effective manner in which the product gets to the hands of the customer. The distribution channel entails a chain of intermediaries that helps passing of the product from the manufacturer to the end user. In addition, distribution channels are important as they simplify how products will get to the end user. Marketing channel plays a key role in the organization as marketers plan on how goods or services get to the customer. The marketing channel includes one or more marketing intermediaries who execute several marketing functions. These middlemen act as information providers to the manufacturer. They provide development changes like demography, media habits, entry of new competitors, as well as the emergence of a new product in the market. The most valuable time about middlemen is that they get information first hand as they always present in the market place and close to the customer therefore can get this important information at no extra costs. In addition, marketing channel intermediaries exist to make goods and services more available and accessible to the market. They offer contacts, experience, and economies of scale to those organizations that would not do these attributes on their own. The distribution channels affect other marketing decisions therefore making it