Question

MGT-201: Marketing Management

Before deciding on the structure of the channel marketers must take several factors into consideration. The nature of the product, the characteristics of the customer, and the capabilities of the organization will all influence the optimal channel structure. Discuss the important factors to be considered while selecting the long and short channels of distribution for the type of product, customers and the capabilities of the organization.

Answer 1

1) Factor related to Marketing:

This factor states that marketing is a very crucial part of any business and it plays a vital role in setting up things for the organization. If you are successfully able to use this factor in your organization then you'll be able to achieve your objectives easily. This factor includes customers to which you'll be selling the products. Customers are those persons who will be buying your products and use them. It is your duty to satisfy your customer's needs and demands so that they won't jump to your competitor's place. If you fail to satisfy your customer's demands then your competitor will take your customer and compel them to buy from there store or company.

2) Factors related to Environment:

This point states that if you want to work on long and short term channels of distribution then environment factors are very crucial as you need to work without disturbing the environment conditions. You shouldn't be doing any work which is harming the environment as if you do then you will be punished for that and you may not be able to work further. Your product should not pollute the environment as the environment is harmed most of the time from different pollutions we all are generating.

3) Factors related to Products:

This point states that product factors are very important and should be done nicely. It includes the varieties of various products. Various products are perishable in nature so if you carry perishable items then you need to sell it out fastly because if they get rotten then no one will going to buy those from you so you need to take care of this thing. Moreover, some products are technology-based and they require a high class of technology which is also very crucial and in demand.

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