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Marketing plan: Factor to consider while formulating a marketing strategy


Date Posted: 4/29/2016 4:48:21 AM

Posted By: winnus  Membership Level: Silver  Total Points: 162

While the common trend or perspective about marketing in the context of an organization is usually restricted to the marketing department, a critical analysis of what marketing really means reveals that marketing has more than just directing goods and services from their point of production to the consumers. Considering the fact effective marketing takes place when the marketer fully the market and thus the consumer needs, the product being marketed have to be presented or packaged in a way that suits the consumer.

While formulating your marketing plan, it may be paramount to consider the following;

1. The plan or strategy is what describes the organizational marketing activities road map by giving details of what need to done, who is responsible for the specific activities listed in the plan, how the activities will be conducted, when, where and finally what are resources, in terms of finances and human capital that are required to successfully undertake these activities (Lorette, & Demand Media, n.d). The plan can take different channels and in every channel there are a number of marketing intermediaries who plays crucial roles in the marketing process. Marketing intermediaries refers to the people or physical places through which a product go through before reaching the targeted market (Boundless, 2014). These intermediaries plays various roles in the distribution channel such as warehousing of the product, repackaging and actual distribution of the product to the intended market and thus the channel through which a product goes through should be selected carefully bearing in mind that the product should reach the market in a form that is suitable for the customers.

2. The distribution channel for a given product is usually determined by the nature of the product. For large and heavy industrial products, the appropriate channel is usually from producer to consumer directly and if it

has to go through intermediaries, an agent will be appropriate especially for a new product in the market (Boundless, 2014).

3. Most industrial products do not require a channel that is too intensive but rather a direct channel is usually appropriate. This is usually so because heavy industrial product such as generators will require the installation done by the manufacturer considering the technicality of the product which may call for careful handling and installation and the environmental considerations that ought to be considered while such products are being handled or used.

4. In terms of the physical features of a certain channel of distribution, industrial products requires specially designed warehouse for the purpose of taking care of the technical and special features of the product. Since these products are usually very large and heavy, the transport system ought to be carefully considered or specially designed for them. Water transport may be the appropriate especially if the product market is overseas since waterways have got very high load adaptability a feature that is essential to these products.

Consider therefore the nature of your product and come up with a marketing strategy that will not only satisfy your customers but also one that is cost effective and sustainable by your organization. Carefully evaluate the role or benefits of middlemen in the specific channel of distribution that choice for you product.

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