What Are The Needs Of The Customers Relative To Main Channel Members (retailers, Wholesalers Etc)?

In between the producer and the final consumer, there are a number of links, which chain one to the other. This illustrates one important aspect of the marketing mix, which is place or more precisely the channels of distribution that provide the chain of links connecting the producer and the consumer. These include dealers, wholesalers and retailers, the last one of which forms the direct contact with the consumer.

In relevance to the channel members, customers have certain needs that they seek fulfilment of, from the channel members and in an indirect way the brand itself. Out of these needs, the need of high level of quality and superior service are amongst the prime ones, the former being more linked to the brand and the latter being more inclined towards the retailer (the channel member). Next to high quality and superior service, the customers also seek for fair pricing or in other words pricing that is compatible with the brand value. The successive factor in line is the education that the channel members have for the brand. Customers need it frequently, specially in case of new brands. Therefore it is verily vital that channel members are well-informed about the brand. All of these needs are relevant to the place factor of the marketing mix, the fulfilment of which would generate favourable results.

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