MKT- 4-2 Presentation: Marketing Channel Analysis

Learning Objectives
Upon completion of the course, students will be able to:

• Examine how the choice of marketing strategy affects channel choice
• Explain channel marketing strategies used to appeal to consumers
• Identify major channel options for companies

Module Reading and Resources
 

Presentation: Marketing Concept Glossary IV
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
 

Video: Pet Supply Shop Channels
This video is a supplement to the module overview and illustrates market channel concepts using the pet supply store. Transcript available here.

Module Overview

Companies have many different channels, or distribution options, to sell and promote their products and services. One of the key decisions a company needs to make is where its goods will be available for sale. This decision will inform channel marketing and distribution strategies. There are three overarching elements that a company uses to make the decision as to where to sell its products. The first is determined by the product price. Companies set prices based on the costs to make and distribute the product or goods and the percentage of profit the company chooses to make on that good. For example, an article on profit margins reports that iPhones have close to a 50% profit, Nike’s products yield about 43% profit, and 40% of every McDonald’s cheeseburger is pr