MAIN CHARACTERISTICS OF DESIGNING MARKETING CHANNELS IN FOOD MARKETS
Rubrics: AGRICULTURAL ECONOMICS AND POLICIES
Authors:
1.
Vladimir State University
Type:
Article
eLocation:
Status:
Published
Received:
06.08.2022
Accepted:
15.08.2022
Published:
25.08.2022
Language:
Russian
Keywords:
marketingovye kanaly, proektirovanie marketingovyh kanalov, marketing vzaimootnosheniy s klientami, prodovol'stvennyy tovary
Abstract (English):
The article highlights the main characteristics that underlie the design of marketing channels in the food markets. The requirements for buyers when designing a distribution channel are determined: the duration of delivery of goods, methods of fulfilling orders, the level of service, assortment diversity, the possibility of returning products. The relationship between the perceived value of the product in relation to consumer benefits and the costs of their acquisition, which is the basis for choosing a marketing channel, is presented. The main factors of increasing the buyer's benefit through marketing channels, which determine the choice and management of marketing channels in the food markets, are considered. At the same time, when choosing a system of promotion channels, the company must foresee its impact on the following characteristics associated with the advantage of goods: product quality, assortment, product delivery. In order to determine whether a promotion channel fits the capabilities and needs, the company must evaluate the following characteristics related to customer service needs and expectations: after-sales service, stock availability / delivery, transaction services. Creating additional value for the consumer can be done through relationship marketing. Direct promotion channels provide an excellent opportunity to spread product information and control sales, especially using specific sales techniques. By ensuring product availability, a company can reduce the buyer's transaction costs associated with a sale transaction. Customers always prefer a certain sales mechanism and look for a product in certain distribution channels. If the company has not ensured the availability of the product at these points, transaction costs inevitably increase. Such costs are especially high for poorly differentiated products. On the other hand, the more differentiated the product and the higher its perceived value, the more buyers are willing to bear the costs associated with the sale transaction.
The article highlights the main characteristics that underlie the design of marketing channels in the food markets. The requirements for buyers when designing a distribution channel are determined: the duration of delivery of goods, methods of fulfilling orders, the level of service, assortment diversity, the possibility of returning products. The relationship between the perceived value of the product in relation to consumer benefits and the costs of their acquisition, which is the basis for choosing a marketing channel, is presented. The main factors of increasing the buyer's benefit through marketing channels, which determine the choice and management of marketing channels in the food markets, are considered. At the same time, when choosing a system of promotion channels, the company must foresee its impact on the following characteristics associated with the advantage of goods: product quality, assortment, product delivery. In order to determine whether a promotion channel fits the capabilities and needs, the company must evaluate the following characteristics related to customer service needs and expectations: after-sales service, stock availability / delivery, transaction services. Creating additional value for the consumer can be done through relationship marketing. Direct promotion channels provide an excellent opportunity to spread product information and control sales, especially using specific sales techniques. By ensuring product availability, a company can reduce the buyer's transaction costs associated with a sale transaction. Customers always prefer a certain sales mechanism and look for a product in certain distribution channels. If the company has not ensured the availability of the product at these points, transaction costs inevitably increase. Such costs are especially high for poorly differentiated products. On the other hand, the more differentiated the product and the higher its perceived value, the more buyers are willing to bear the costs associated with the sale transaction.
Keywords:
marketingovye kanaly, proektirovanie marketingovyh kanalov, marketing vzaimootnosheniy s klientami, prodovol'stvennyy tovary
marketingovye kanaly, proektirovanie marketingovyh kanalov, marketing vzaimootnosheniy s klientami, prodovol'stvennyy tovary
