Join Drew Boyd for an in-depth discussion in this video Understanding distribution channels, part of Marketing Foundations.
…Building distribution channels may be the most difficult of the four Ps,…depending on your business.…It's typically the most people-intensive aspect of your marketing effort,…because you have to enlist lots of partners to move your…products physically into the marketplace.…A channel is a pathway that carries things, and…it may involve many steps along the way.…Three things move through it.…First is your product.…Typically your product flows from you, the manufacturer or…reseller, through to the hands of the customer.…
Occasionally, that product might move back the other way,…in case the customer wants to return it.…And you have to be set up for that.…The other thing that moves through the channel is money.…And it's not just money and…credit cards, but also money-related parts of the transaction,…which may include financing, negotiations, and perhaps contracting.…You are your channel partners need to be skilled and…available to do these things, again depending on your business.…
There's one more thing that flows through the pathway.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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