Marketing 360. Capítulo 5 - Canales de distribución

Summary

The video script discusses the critical role of distribution channels in marketing strategies, explaining how they connect products and services to consumers through intermediaries. It highlights the benefits of distribution channels in saving time and providing convenience to customers. The script also covers different types of distribution channels, including direct and indirect channels, and their levels, such as consumer goods, industrial goods, and services. It emphasizes the importance of selecting the appropriate channel based on the product type and desired market coverage.

Takeaways

• 🔄 **Distribution Channels Defined**: A distribution channel is a series of businesses or intermediaries through which a product or service travels to reach the end consumer.
• 🕒 **Time Saving**: Channels provide the benefit of saving time for consumers by reducing the distance they need to travel to obtain a product or service.
• 📍 **Place and Utility**: Channels provide the convenience of making products available where, when, and in the quantities that customers want.
• 🚚 **Logistical Functions**: Channels are responsible for functions such as assembly, storage, sorting, and transportation.
• 🔄 **Wholesalers and Retailers**: They buy in bulk from manufacturers and sell smaller quantities to other channels or customers, sharing risks with manufacturers.
• 🛒 **Direct and Indirect Channels**: Direct channels allow consumers to buy directly from manufacturers, while indirect channels involve intermediaries like wholesalers or retailers.
• 🏬 **Types of Channels**: Include consumer goods distribution channels with varying levels of intermediaries, direct channels with no intermediaries, and industrial goods distribution channels.
• 🏭 **Industrial Goods Channels**: These channels are designed to deliver raw materials and components to businesses that transform them into finished products.
• 🤝 **Service Channels**: Services are intangible but often involve direct contact with the service provider, such as doctors or transportation services.
• 📈 **Channel Selection**: The choice of distribution channels depends on the type of product, service, or desired coverage; not all channels are suitable for every business.
• 🌐 **Channel Control and Coverage**: Shorter channels offer more control but may have limited coverage and higher prices.

Q & A

What is a distribution channel?

A distribution channel, also known as a marketing channel, is a key element in marketing strategies that revolve around a product. It is a chain of businesses or intermediaries through which a good or service travels until it reaches the end consumer.

Why are distribution channels important?

Distribution channels are important because they provide benefits to consumers in terms of saving time when large distances have to be covered to satisfy their needs through a product or service. They also handle various logistical and distribution functions.

What are the functions of distribution channels?

Distribution channels are responsible for assembly, storage, classification, and transportation. They facilitate pre-sale and post-sale services, creating efficiencies.

What is the difference between a wholesaler and a retailer?

Wholesalers buy large quantities of products from manufacturers and then sell smaller quantities to many others, such as other channels or customers. Retailers, on the other hand, sell directly to consumers.

How do distribution channels share risks with manufacturers?

Most distribution channels buy products in advance, sharing the risk with manufacturers and doing their best to sell the products.

What are direct and indirect distribution channels?

A direct distribution channel allows consumers to make purchases directly from the manufacturer. An indirect channel allows consumers to buy products from a wholesaler or retailer.

What are the types of distribution channels for consumer goods?

There are different types of distribution channels for consumer goods, including direct channels with no intermediaries, and channels with one or two levels of intermediaries, such as minoristas (retailers) or both minoristas and mayoristas (wholesalers).

What is the distribution channel for industrial goods?

The distribution channel for industrial goods is designed to deliver raw materials and components to companies that transform them into a final product. The most common channel is from manufacturers to industrial clients.

How do distribution channels work for services?

For services, the purpose of distribution channels is to deliver products to consumers through intermediaries. Services are intangible and often involve direct contact with the service provider, such as with medical professionals or transportation services.

Why is it important for companies to select the right distribution channel?

It is important for companies to select the right distribution channel because the use of distribution channels depends on the type of product or service and the coverage they aim to achieve. Not all distribution channels work for every business.

How does the length of a distribution channel affect control and price?

Shorter distribution channels allow for more control but may have more limited coverage and higher prices. Longer channels can cover a broader area but may be less controllable.