Importance Of Marketing Channels Essay

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| | |Marketing: HCEB 3105 | CAT 1: Question ‘A distribution channel is a key external resource. It takes years to build and it is not easily managed. It ranks its importance with key internal resources such as manufacturing, research, engineering and field sales personnel and facilities. a. In support of the above statement, indicate why marketing channels are important b. Highlight and discuss 5 key functions performed by channel members. Submitted by: Bramwell Simiyu (HD 334 – 033 – 0789/2009) Submitted to: Esther Kamanja Nganga Continuous Assessment Test (Individual) Submitted in Partial Fulfilment of the Requirements for Executive MBA course Jomo Kenyatta University of Agriculture October 2009 Contents A. Importance of Marketing Channels 3 Background 3 Importance 3 B. Highlight and discuss 5 key functions performed by channel members. 4 References 6 Importance of Marketing Channels Background Marketing channels can simply be described as “a set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user (Armstrong/Kotler, Marketing: an Introduction) Also referred to as Distribution channels, it could also be described as the Chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the
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