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Transcript of Channels
INTRODUCTION TO THE CHANNELS BUILDING BLOCK
A direct channel will include your sales force that would go after your customer segment and bring them in. A website is another direct channel that can be under the company’s control.
Functions of channels
1. A medium through which an organization can educate its chosen customer segments about the products and services it provides.
2. Providing customers with an opportunity to study and evaluate the organizations value proposition.
3. Providing customers with the facility to buy their chosen products or services.
4. Providing the customer with the Value Proposition.
5. Providing the customer with after sales services.
The distribution channel represents one of the quarters of the Marketing Mix and represents how an organization will make its product or service available to the end consumer for consumption or use. A Distribution channel can be direct, which means that the manufacturer sells directly to the customer, or it can contain intermediaries who may buy and resell the product, in the case of merchants, or represent the manufacturer without owning the product, in the case of Agents and brokers.
This building block defines how an organization communicates with and provides value to its chosen customer segment. Channels are the touch points through which an organization liaises with its customers and as such, play a huge role in defining the customer experience.
Phase 1: Awareness
Phase 2: Evaluation
Phase 3: Purchase
Phase 4: Delivery
Phase 5: After Sales
This is an indirect channel. In this case, the company will not sell to the customer directly but through an intermediary.