Description
Using the resources on multichannel distribution, summarize the benefits and challenges of using more than one channel, specifically direct, indirect, and multichannel. What is channel conflict? How can marketers use two or more channels and minimize the potential of channel conflict?
Submitted on:
Jan 18, 2024, 6:51 PM
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Shyla Larson
Jan 20, 2024, 4:21 PM
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Good Evening,
Distribution Channel Overview
As defined, a distribution channel is a chain of businesses or intermediaries that goods and services pass through until they reach the concsumer, such as manufacturers > warehouses > shipping centers > retailers > internet (Ross, 2022). Furthermore, a direct channel allows consumers to receive goods directly from the manufacturer, and indirect channel allows consumers to reveive goods through numerous intermediaries, and a multichannel is when a consumer can recieve goods by way of some sort of combination of both direct and indirect channels (Ross, 2022)
Channel Conflict
A channel conflict occurs when two or more channel partners are navigating a disagreement or issue that impacts the flow of a product from the manifacturing stage to the consumer (Indeed, 2022).
Diversifying Channels
Due to the complexities and nuances that can develop in a distribution channel, it is wide to diversify the avenues through which a consumer can receive a product or service. It echos the old saying, “don’t put all of your eggs in one basket.” If a company only had one route to sell product via a direct channel, and there was a technial breakdown in this channel, it would result in a significant sales imact. Furthermore, if there was an organization that only utilized indirect chennels with numerous intermediearies and a channel conflict occured this could also halt the flow within a distribution channel and impact sales volumes. These concerns could tricklw to other areas, aside from revenue, including reputation, cusotmer retention, and employee morale to name a afew.
To avoid abrupt or unexpected breakdowns in the distribution channel, it is wise to implement mroe than one type of distrubution model as well as multiple avenues of advertisement to reach and serve the widest array of consumers.
Reference
Indeed (2022, December 19). What Is Channel Conflict (And How To Manage and Prevent It). Indeed Career Guide. https://www.indeed.com/career-advice/career-development/channel-conflict
Ross, Sean (2022, October 30). Direct vs. Indirect Distribution Channel: What’s the Difference? Investopedia. https://www.investopedia.com/ask/answers/052115/what-difference-between-direct-and-indirect-distribution-channel.asp
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