Market Segments And Distribution Channels
Market Segments And Distribution Channels
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Market Segments And Distribution Channels
This week’s chapter discusses the various market segments and distribution channels for the MCOs. Outline the market segments and identify the most successful distribution channels for those markets. Use some outside research to support your statements. Why do you believe each distribution channel successfully reaches the targeted market?
Discussion Board Requirements: 250 word count One original post and two reply posts, APA Format, please include references
Distribution Channels
Distribution channels in marketing are one of the classic “4 Ps” (product, promotion, price, placement a.k.a. “distribution”). They’re a key element in your entire marketing strategy — they help you expand your reach and grow revenue.
B2B and B2C companies can sell through a single distribution channel or through multiple channels that may include:
- Wholesaler/Distributor
- Direct/Internet
- Direct/Catalog
- Direct/Sales Team
- Value-Added Reseller (VAR)
- Consultant
- Dealer
- Retail
- Sales Agent/Manufacturer’s Rep
Here are three examples of distribution channels in marketing:
| DIRECT TO END USERS | SELL THROUGH A DEALER NETWORK | SELL THROUGH A VAR (VALUE-ADDED RESELLER) |
|---|---|---|
| You have a sales team that sells directly to Fortune 100 companies.
You have a second product line for small businesses. Instead of using your sales team, you sell this line directly to end-users through your website and marketing campaigns. You have two markets and two distribution channels. |
You sell a product through a geographical network of dealers who sell to end-users in their areas. The dealers may service the product as well.
Your dealers are essentially your customers, and you have a strong program to train and support them with marketing campaigns and materials. |
You sell a product to a company who bundles it with services or other products and resells it.
That company is called a Value Added Reseller (VAR) because it adds value to your product. A VAR may work with an end-user to determine the right products and configurations, and then implement a system that includes your product. |
To create a good distribution program, focus on the needs of your end-users.
- If users need personalized service, you can utilize a local dealer network or reseller program to provide that service.
- If your users prefer to buy online, you can create an e-commerce website and fulfillment system and sell direct; you can also sell to another online retailer or distributor that can offer your product on their own sites.
- You can build your own specialized sales team to prospect and close deals directly with customers.
Wholesalers, resellers, retailers, consultants and agents already have resources and relationships to quickly bring your product to market. If you sell through these groups instead of (or in addition to) selling direct, treat the entire channel as a group of customers – and they are, since they’re buying your product and reselling it. Understand their needs and deliver strong marketing programs; you’ll maximize everyone’s revenue in the process.
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