Маркетингові канали підприємства: сутність та структура (original) (raw)

Маркетингові канали підприємства: сутність та структура

The purpose of the article is to define the essence of the concept of "marketing channel" based on the delimitation of such concepts as "marketing channel" and "distribution channel". Also, this article aims to allocate structural elements of marketing channel. In the course of the study, it was found that today scientists use such concepts as "distribution channel", "mar keting channel", "channel of sale". Most disputes cause such concepts as "marketing channel" and "distribution channel". During the analysis, it was found that the concepts of "marketing channel" and "distribution channel" are not identical. The concept of "distribution channel", in contrast to the concept of "marketing channel", includes not only products moving from manufacturers to consumers, but also raw materials and materials transfer from suppliers to manufacturers. At the same time, it was figured out that marketing channel consists of such structural elements as 1) goods/services moving from the manufacturer to the consumer; 2) ownership of the product or service transfer; 3) end-users needs meeting; 4) relevant marketing functions performing; 5) consumer and marketing value of the product/service creating. Further research will focus on the detailed consideration of such components of marketing distribution policн as distribution strategies and commodity markets. Also, it is planned to define the place of marketing distribution policy in the system of the enterprise's operation.

Sign up for access to the world's latest research.

checkGet notified about relevant papers

checkSave papers to use in your research

checkJoin the discussion with peers

checkTrack your impact