The role and importance of a marketing channel in a company

Some of the important functions of a good marketing channel are as follows:

The role and importance of a marketing channel in a company

The role of marketing in supply chain management Soonhong Min, John T. This study, however, proposes that the concepts of the marketing concept, a market orientation, relationship marketing, and SCM are not separate.

Rather they are inextricably intertwined. The main purpose of this study is to highlight the role of marketing in the implementation of SCM by suggesting cause-and-effect relationships. Research propositions are presented and future empirical studies are called for to test the cause-and-effect relationships suggested in an integrative model.

Definitions of marketing and its core concepts are reviewed. The marketing concept, a market orientation, and their influences on the management of a firm and a supply chain are described. An explanation of how relationship marketing affects SCM, as well as the management of a firm, is provided.

An integrated framework of the relationships between the marketing concept, a market orientation, relationship marketing, and SCM is proposed. Introduction Supply chain management SCM has been conceptualized with two different components - an integrative business philosophy and implementation actions - to manage the total flow of a distribution channel from the supplier to the ultimate user see Ellram and Cooper, ; Cooper and Ellram, ; Cooper et al.

SCM extends the concept of functional integration beyond a firm to all the firms in the supply chain and, thus, each member of a supply chain helps each other improve the competitiveness of the chain Ellram and Cooper, Cooper and Ellram suggested three major objectives of implementing SCM: The strong influence of logistics in the process of conceptualizing SCM seems to be due to the weight given to inventory reduction and stock availability as objectives of SCM implementation.

The purpose of this paper, however, is to highlight the role of marketing in the implementation of SCM. The approach taken in this paper is to review several concepts that have received considerable attention Barksdale and Darden, ; Borch, ; Churchill and Peter, ; Gronroos, ; Gundlach and Murphy, ; Jaworski and Kohli, ; Kohli and Jaworski, ; Kotler, ; McKitterick, ; McNamara, in the discipline of marketing - the marketing concept, a market orientation, and relationship marketing - to explore the key linkages between marketing management and SCM.

First, definitions of marketing and its core concepts are reviewed. Second, the marketing concept, a market orientation, and their influences on the management of a firm and a supply chain are described. Third, an explanation of how relationship marketing affects SCM, as well as the management of a firm, is provided.

Fourth, an integrated framework of the relationships between the marketing concept, a market orientation, relationship marketing, and SCM is proposed.

Fifth, the implications of this framework are presented. Research propositions are provided throughout. Definition of marketing Kotler proposed the essence of marketing is the transaction exchange of values actually made between parties and, thus, marketing is specifically concerned with how transactions are created, stimulated, facilitated, and valued.

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According to the American Marketing Associationmarketing is "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals".

In other words, the objective of marketing is creating exchanges, and the output of it is customer satisfaction. Kotler and Churchill and Peter defined an exchange as a process in which two or more parties voluntarily provide something of value to each other.

The role and importance of a marketing channel in a company

According to Kotlera transaction takes place when an agreement is reached, whereas exchange is the process to produce an agreement.

Exchange takes place within a market, defined as a collection of buyers and sellers that interact Pindyck and Rubinfeld, In this context, Churchill and Peter proposed various parties are involved in the marketing effort: The marketing concept and a market orientation The marketing concept is essentially a business philosophy cf.

Barksdale and Darden, ; McNamara,and the philosophical foundation of a market orientation Jaworski and Kohli, Kohli and Jaworski conceptualized a market orientation as the implementation of the marketing concept.Middlemen are an important link between the producers and consumers.

Thus we can very safely say that the middlemen play a very vital role in the business activities and to maintain the regular chain of supply of goods from the manufacturers to the ultimate consumers, the .

The integrated marketing communications mix is a comprehensive marketing communication plan that combines and evaluates a variety of strategic communication disciplines – general advertising, personal selling, sales promotion, direct marketing, public relations, sponsorships and others, to provide.

Content marketing is about using images, words, interactive applications, plain old information and other forms and formats of audience-centric and persuasive/engaging content to achieve marketing .

How is a Channel Marketing Plan Developed and Implemented?

The role and importance of a marketing channel in a company

The first step in creating a channel marketing plan is to identify potential channel partners. This involves a careful analysis of the product sold, the products of competitors, and the markets where they apply.

The role of promotion in the marketing mix is critical for brands who want to ensure the right consumers are reached and objectives are met. Brands can achieve this by using strategic tactics to connect with consumers to generate a response. Trade Marketing components can be categorized into three distinct groups based on the type of activity performed and the type of company role that performs it.

These categories may vary by company but one model that is employed throughout the world includes separation in to Strategic, Operational and Executional groups.

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