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Marketing

1. A marketing channel is a system of marketing institutions that promotes the physical flow of goods and services, along with ownership title, from producer to consumer or business user; also called a distribution channel. The choice of marketing channels should support the firm's overall marketing strategy, for a lawn products business, the best marketing channels would be direct channels, producer to wholesaler to business user, and producer to wholesaler to retailer to consumer. Selling lawn products to a service provider (i.e. gardener, landscaper, etc.) would be a great opportunity for a reverse channel.
2. The coordination of all promotional activities – media advertising, direct mail, personal selling, sales promotion, and public relations – to produce a unified, customer- focused promotional message is Integrated Marketing Communication. Integrated Marketing Communication uses database technology to refine the marketer's understanding of the target audience, segment this......


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Approximate Word Count: 685
Approximate Pages: 3 (250 words per double-spaced page)

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