Question

Which dimensions should a marketer consider when dealing with the human aspect of distribution channels?

Answer 1

Dimensions that a marketer should consider when dealing with human aspect of distribution channels are communication, conflict, roles, and power. Conflict arises when one marketing channel participant believes that the acts of another participant have prevented him or her from achieving his or her objectives. Power is the ability of one channel member to command or shape the actions of another channel member (s). A role is a set of guidelines that specify how a positioning member should behave. Members of the channel engage in communication activities that produce an information flow within the channel, which is required for an effective movement of goods or services throughout the channel.

The people, businesses, and initiatives that make products and services accessible to consumers are referred to as marketing channels. From the moment of production to the point of consumption, ownership of the commodities is transferred. Trade exhibitions, business gatherings, and targeted email is the example of marketing channels.

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