Types of participants in marketing channels

Before a company embarks on the web version of marketing management and whatever channel partner strategy is involved, the person in charge must first know the basics of management training. A marketing channel is a group of exercises and other tasks necessary to transport or relocate the ownership of a product from a certain point of production to the final phase of consumption. Basically, it is the complete transfer of the merchandise from the manufacturer to the end user. It is made up of all the people, groups and marketing activities, such as advertising and selling, that are within the transfer process.

However, the process can vary widely depending on a number of factors, such as the type of industry, the channel partner strategy employed, how production is done, and the groups and individuals playing both against and with the manufacturer. Participants can be classified into two types: direct and indirect.

Direct participants

Direct Participants are named as such because of their direct connection to the source or manufacturer. They can do all the advertising and sale of the producer’s merchandise without having to go through other means to do the process.

The participants of the direct channel can be classified into two, the merchants and the agents. Traders are basically those who are not only direct from the company, but also within the terms of the company. Members of the sample are people from the manufacturing, production and marketing teams. The company’s retailers, distributors, and branches are also included in this category. Agents are those who have a direct connection to the manufacturer, but may also be outside the terms of the company. Members of this category are brokers, commission agents, and other manufacturing representatives.

Indirect participants

Indirect Participants are simply those groups and organizations that are part of the process but are outside the total control of the company, as well as the second-hand source of the merchandise. They are their own entity, when as such they are employed by the company, but are not restricted by their own conditions, or a company associated together with the manufacturer. The members of these groups are called facilitators because what they primarily do is “host” the sale of the product through their own approved means. They are usually chosen by the manufacturer.

Group members under the category are wholesalers, distributors, sales promotion agencies, and advertising agencies. Some manufacturers take a different stance and employ marketing specialists, public relations firms, and trucking companies along with the first group of members to be mentioned. Other group members that are usually, but not all the time, used and agreed upon by the manufacturer and the selling organization involved is the use of public storage in conjunction with storage companies, insurance companies, service groups and research agencies. market.

While most of the conventional means of marketing has been said, there are other functions that have not been taken or used. In fact, the creativity of producers, as well as marketers, will help these marketing channels evolve even further.