Discussion Assignment: Answer the following discussion questions, numbering each answer appropriately. (This discussion requires at least two in-text references and a Reference Section. This means you will need to tie-in your answers with marketing terminology and support your ideas with research. Formal writing style is expected.)
Discussion Question 1: There are several different channel structures that are divided into two classifications. These are (1) marketing channels for consumer products and (2) channels for business and industrial products. When looking more closely at four types of channels involved with consumer products, it is important for marketers to consider which method is the best for their product(s). A direct channel involves only the producer and the consumer. The retailer channel involves the producer selling the product to a retailer who in turn sells it to the consumer. The wholesaler channel involves another middleman, called a wholesaler. The last channel is the agent/broker channel whereas another middleman is included in the distribution of the product to the consumer, called an agent or broker. A very important note in this channel is that the agent or broker never takes title to the product.
For question 1, identify a product that would appropriately fit into each channel and explain why that is an effective or needed strategy for success. This means a different product for each channel. Be certain not to confuse a possible example of an agent/broker channel with having an insurance agent or talent agent. This is about consumer products. The examples must be applicable to consumer products. Each channel should be clearly identified and placed in its own paragraph with supported example.
Discussion Question 2: One part of the marketing retail strategy involves the development of a marketing retail mix. There are six components to this mix. Define each of the six criteria (numbering each and placing each in their own paragraph) and select a retail store of your choice and explain what they are doing in each of these areas.
This discussion will help you to describe and more fully understand the common channel structures and strategies and components of the retail mix as it pertains to strategy development.
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