What are the characteristics of the best marketing channels and who would benefit from them? For many businesses, effective marketing and promotion are an essential part of growing their business. Therefore, knowing which of the following statements is true about marketing channels and channel intermediaries can be crucial. First, intermediaries are companies or people who facilitate or take advantage of a third party’s ability to market or promote a product. These are companies that are typically part of a larger company such as an organization, a marketing agency, or a public relations firm.
Channel intermediaries have two major benefits for a business. First, they provide an additional sales force. By providing a third party with the ability to market your product, channel intermediaries allow you to maintain a relatively consistent level of sales representatives in your area. Because these representatives are often college-educated and often college-going, they also tend to have a broader range of skills than sales staff that come straight out of the sales department.
Second, their services also create internal sales teams. Rather than relying on outside sources to provide the sales force your company needs, you can create internal sales teams from within your own company. This is a great advantage for a variety of reasons, including the fact that you will only pay for the people you actually use.
A third benefit of intermediaries is cost. Marketing and promotional activities through intermediaries are typically less expensive than advertising campaigns of various types. This is because they do not require you to pay a marketing budget until you start seeing results from your marketing efforts. By contrast, when you’re paying a large marketing budget for television ads or radio spots, you have no guarantee that your message will be seen until the market reaches a saturation point.
A fourth benefit is control. With advertising, you have little control over how your message is presented, when it’s presented, where it’s presented, how it’s presented, and so forth. In contrast, with intermediaries, you can arrange the distribution of your messages and can decide what types of media to use to reach your target audience. This means that you can structure your marketing campaigns in ways that ensure that you’re reaching your audience the most effectively. If your marketing efforts target the wrong audience, or if you’re marketing campaigns go largely unstoppable over-the-top, you can be completely blind to how poorly your efforts are performing.
Finally, which of the following statements is true regarding marketing channels and channel intermediaries? You get your product from a number of different distributors. Each distributor gives you a certain degree of flexibility in how you advertise your product. You choose which of the distribution channels you want to use for your marketing campaigns. And finally, your distribution channels provide you with the highest level of control over how your messages are presented, delivered, and acted upon. In other words, you’re able to make the most efficient use of your marketing channels and channel intermediaries.