REPLY

A minimum of 100 words each question and References Response (#1 – 6) KEEP RESPONSE WITH ANSWER

Make sure the Responses includes the Following: (a) an understanding of the weekly content as supported by a scholarly resource, (b) the provision of a probing question. (c) stay on topic

1. marketing channels make products and services available for consumers (Kerin & Hartley, 2015). The process is relayed through intermediaries to buyers. Intermediaries perform functions that help in the distribution of products and services by pruchasing items, storing them and then reselling them. This is expressed in all stores; Clorox cleaning products available at Costco, Pepsi Co. products sold at liquor stores, and being able to buy Apple products at Best Buy. Depending on the activities, intermediaries have different names with their specified functions. There are three functions to keep in mind when designing a marketing channel; transactional, logistical, or facilitating. The transactional function consists of buying, selling and risk taking, such as wholesalers who take risks when stocking merchandise in their desired places for sales. Logistical functions consists of assorting, storing, sorting and transporting. An example of logistical functions is the storing and sorting of movies in the electronic section at Target. Finally, the facilitating function consists of financingm grading and marketing information and research such as credit cards offered at major stores.

2. I once heard about how Wal-Mart required a lower cost than other channels due to the quantity that they purchase. Yet, at times, it can be below the cost of making the item. If this is the case, then the company is forced with the decision if they want to find a way to reduce the cost of making the product or if they want to remove Wal-Mart as an option as a marketing channel. While it is a store that has high amounts of revenue and customers, there can be a risk to the company for any changes that they need to make to meet the cost requirements and there can also be a risk for not having the product be for sale at such a popular retailer. Choosing which channels to use can be very stressful, and all parts of the process need to be taken into consideration before moving forward.

3. I used the same article for reference and it was really a nice read because it made me understand it a little better. I am not sure about you but all these steps have made things a little more complex than I anticipated. When working in operations, I felt our job was complex in itself but didn't realize the amount of work that went into the marketing aspect. Sadly, if a company is not taking these type steps or doing the correct research or homework, it will be the failure of the product or service. I wonder how many products or services were great but because the marketing strategy caused it to fail. This definitely opens someones eyes on the amount of work that is taken to ensure that it is successful.

4. The purpose of marketing channels and intermediaries is to give consumers the products they want and need. The benefits of marketing channels thhrough utilities such as time, place, form and possession. Time refers to the moment you want a product or service given to you. Place refers to the position or placement of availability for a service or product. Form utility is the enhancement of a product to attract buyers more. Possession assist the buyers in the platforms that support the selling of the products. Just as most things in marketing, there are disadvantages to having marketing channels. A disadvantage can be the lack of control regarding who you sell for and what you sell. Selling for more individuals can alter the amount of control you have over your brand (Ashe-Edmunds, n.d.). Another disadvantage could be an increase in sales costs based on the type of distribution method. For instance, if you only sell in stores, the only distribution you have to worry about is the service to that specific store. Expanding to other methods of distribution calls for additional staff hirings and software to support those methods.

5. Multichannel marketing is when a company uses different types of communication such as websites, brick-and-mortar stores, direct mail, email, mobile, and social media in conjunction with indirect or direct delivery channels (Stringfellow, 2017). By doing this it gives the company a competitive edge to get the consumers attention, retain their business and build a long lasting relationship whom utilize this way of shopping (Kerin & Hartley, 2016). Depending on the consumers shopping preference, multichannel marketing puts the choice in the consumer's hand. One of the advantages to multichannel marketing is that companies have a better chance to communicate with their consumers and sell more products to a bigger consumer pool (Stringfellow, 2017). Another advantage is through the process of purchasing. Consumers can use these different channels such as information about a  company through their website either by their laptop or smartphone, go to social media to ask questions, and finally purchase their product or service online or in a retail store (Stringfellow, 2017). By having these different channels, it also allows company's to see what avenues their consumers are using more than others and they can adjust their marketing strategies to reach the majority of their target consumers to maximize their exposure and profit in the end. With advantages there also comes disadvantages. One of the disadvantages is if a company is not consistent with their communication through all their marketing channels it will confuse or frustrate their consumers causing them to look at another company (Stringfellow, 2017). Another disadvantage is when companies don't stick with marketing channels because they don't see the results and ROI immediately and give up (Stringfellow, 2017). Lastly, if companies aren't able to break down silos (different channels), then their marketing team will not understand their customers, their behaviors, or their channel preferences limiting them to personalize and target their message (Stringfellow, 2017). 

6. Multiple marketing channels quite simply defined is, the practice by which companies interact with customers via multiple channels, both direct and indirect, in order to sell them goods and services. (Rouse, M. (2015). When done right, multi-channel interactions amplify the brand by greatly expanding an organizations visibility to potential customers (Demri, M., 2016). Below are listed the advantages and disadvantages of utilizing multiple marketing channels. 

Advantages

· Reinforced Brand Recognition – By utilizing a multiple market channel strategy, companies can keep their brand highly visible to consumers (Frankenberry, A., n.d.).

· Multi-Channel Marketing Solutions Simplify Selling - The recognition of a brand by utilizing multiple channels can make it the publics “go-to” brand. This will make it that brand at the top of the consumers list when it comes time to making the buying decision. (Frankenberry, A., n.d.)

· Gain Repeat Business Through Global Channel Marketing Solutions - Once a brand has established a market, multi-channel efforts can help keep customers engaged with that brand (Frankenberry, A., n.d.). 

Disadvantages

· Decreased Economies of Scale – By using multiple channels there could be a rise in shipping and service costs. Using a single marketing channel will allow an organization to decrease the staff’s time working with different partners (Ash-Edmunds, S., n.d.).

· Increased Sales Costs– By utilizing multiple channels an organization would need to increase the sales staff to handle the different channels (Ash-Edmunds, S., n.d.).

· Lack of Control - The more people who sell for an organization, the less you control they have on their brands message. Wholesalers and retailers could be more concerned with their commissions and profits than helping the organization manage their brand (Ash-Edmunds, S., n.d.).

· Production and Cash Flow Stress - If an organization has several people or companies selling their product, there may come a time when they might all want product at the same time, this can put a strain on an organization’s resources and cash flow, (Ash-Edmunds, S., n.d.).