If to firm beginner carries, it will manage to extend the activity and to other markets. Thus it besides should work through already existing intermediaries that can mean use of channels of distribution of different types in different. In the small markets the firm can organize sale to retail dealers, in the markets is larger – through wholesalers. In rural areas it can work with dealers in goods of the mixed range, in city with dealers in goods of the limited range. In one region of the country it can provide to intermediaries privileges as all dealers work here at these conditions, in other - to sell the goods through any trade enterprises which will agree to be engaged in it. Thus, the system of channels of distribution develops under the influence of local opportunities and conditions.
The producer has to estimate periodically work of on such indicators, as performance of norm of sale, maintenance of the average level of commodity stocks, efficiency of delivery of goods to consumers, the relation to the damaged and gone goods, cooperation with firm in implementation of programs of sales promotion and training programs, and - also a set of services which the intermediary has to provide to.
The two-level channel includes two intermediaries. In the consumer markets usually becomes such intermediaries wholesale and retail dealers, on commodity markets of appointment it can be the industrial distributor and dealers.
Cooperation usually meets between the members who are a part of one channel. Producers, wholesalers and retail dealers help each other, and their cooperation usually makes for all more profit, than each of them could earn separately. Thanks to cooperation they opportunity more sharply to feel, better to serve and more stoutly to satisfy the target market.
The three-level channel includes three intermediaries., in the meat-processing industry between wholesale and retail dealers usually costs the small wholesaler. Small wholesalers buy goods from wholesale wholesale merchants and resell them to the small enterprises of retail trade, large wholesalers, as a rule, do not serve.
Increase in number of regular trade specialists of firm. It can or in appointment of sales representatives on marketing zones and imputation to each of them in a duty of maintenance of contacts with all potential buyers in the zone, or in creation of the certain staff of sellers for service of each separate industry.
The typical traditional channel of distribution consists of the independent producer, one or several wholesale dealers and one or several retail dealers. Each member of the channel represents the separate enterprise seeking to ensure the greatest possible profits, even to the detriment of the maximum generation of profit system in general. Any of members of the channel has no full or rather complete control over activity of other members.
Why the producer is ready to shift part of work on sale to intermediaries? After all it means that it to some extent loses control over that as well as to whom sell goods. And nevertheless producers consider that use of intermediaries brings them certain benefits. About these benefits the speech will also go.
Use of intermediaries is explained generally by their efficiency in ensuring wide availability of goods and finishing it to the target markets. Thanks to the contacts, experience, specialization and scope of activity intermediaries offer firm more than that she usually can make alone.
Let's assume, the manufacturing company defined also the the market, and the positioning on is mute. Now it should reveal the main options of channels from the point of view of type and number of the intermediaries who are available in them.