In B2B marketing, the marketing channels play a major role in setting the impression about the company and its products or services. It is important to choose the design mix carefully. Because of increasing competition, the B2B companies needs various marketing channels to cater various markets segments. The business environment and customer needs change rapidly therefore variety of marketing channels is essential. The challenge comes in managing these various marketing channels after their structure is made and is target is decided (Rosenbloom and Larsen, 2003).
MYOB faces this challenge of effectively managing and keeps on upgrading its marketing channels to meet the changing requirement. The possible solution to face this challenge is to ensure that the marketing team must establish their procedures for selecting intermediaries and remain motivated to attain their targets. There must be effective conflict resolution guidelines provided for them. Also, there must be well laid down process for performance evaluation. MYOB must choose proper distribution channel which serves as strong link between MYOB and its customers. This Channel of Distribution important roles like contacting potential customers, negotiating, selling, making contracts, ensuring transfer of title, training, servicing, financing, inventory making, storing, transportation, etc. which are essential for marketing the products or services.
MYOB can make use of direct channels and performs all the marketing functions itself without any intermediately or the indirect channel in which there is intermediary units in the distribution chain. There must be balance in managing the diversifies marketing channel mix. Also, MYOB must incorporate the latest E-Channels in its marketing channel mix so to remain upgraded with the modern day requirements. There are various channels available online which good provide good marketing opportunities for MYOB. Most effective ones are social networks sites like Facebook, Myspace, Friendster etc. Another choice is Social bookmarks such as del.icio.us, Stumble Upon, Digg, etc. which enables their users to share, organise and store URLs of websites they find useful making it easier for others to find out. Other social media channels are YouTube, Flickr, Podcasts etc. and Widgets and gadgets such as Yahoo! widgets, Google gadgets, Facebook APIs, which helps in making marketing efforts much cheaper for the companies (Brennan and Croft, 2012).
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