It is said that if you can’t get your product to the customers when, where, and how they want it, they will simply buy a competing product. This is increasingly true especially in the service business where there are a lot of competitors. There is a restaurant open on every corner of the street and in order to differentiate your restaurant from the crowd, you need to have different marketing channels.
The first benefit of having marketing channels is that it saves time and money. You will be able to attract the right type of customer in an efficient way. Rather than letting them find your restaurant by luck, you create an excellent image/brand of the restaurant so that the customers can associate themselves with that brand.
Another benefit is that it helps in rapid distribution of products and easy access to new customers. Having the knowledge to understand the needs of the customers, predicting the inflow of customers on a certain day; supply chain management would be easy if those things are in place.
The factors of channel selections are the type of customers, the type of products, channel partner capabilities, business environment as well as competing product’s marketing channels.
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