5.
Going to Market
AS DEFINED IN THE CHAPTER “MARKETING STRATEGY,” the marketing channel is the set of mechanisms or the network via which a firm goes to market. Figure 5-1 shows four major classes of functions this network typically serves. The channel first must generate demand for a product or service and then fulfill that demand and provide for after-the-sale service. Finally, the channel often serves a useful function in transmitting feedback from the customer base back to the manufacturer.1
When a company thinks about going to market it must consider what each of the functions will specifically entail and who will do them—the manufacturer or a chosen partner such as a distributor or retailer. Very different go-to-market systems can be found ...
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