Marketing Channels Effectiveness in Iran: an Overview

Mehrdad Yahyavi

doi:10.5539/ijbm.v5n3p175

Abstract

Marketing plays very important role in corporate sectors. The result of this study shows that dealers, wholesalers and retailers of electronic home appliances and the individual group of customers are concerned, the researcher presents the research results for each group separately and then for total market.The findings obtained from the analysis of information (Data) regarding the dealers of durable electronic home appliances are as follows:1. Employees employed by dealers do not have adequate technical background while dealers have sound experience in the field of marketing and distribution. This is a strong point here.2. Pricing system does not have any uniformity and rationale. Pricing system varies with the manufacturer, dealer or with the syndicate of dealer. This eventually affects the marketing of products.3. Dealers guess the demand only through the customers and their choices/tastes/needs.4. Manufacturers choose the dealers by appraising their financial status and this makes the market more monopolistic than competitive.

Highlights

In the channel of distribution we encounter with middlemen or intermediaries processors as well as merchant middlemen, agents and facilitators
The result of this study shows that dealers, wholesalers and retailers of electronic home appliances and the individual group of customers are concerned, the researcher presents the research results for each group separately and for total market
The findings obtained from the analysis of information (Data) regarding the dealers of durable electronic home appliances are as follows: 1. Employees employed by dealers do not have adequate technical background while dealers have sound experience in the field of marketing and distribution

Summary

Introduction

In the channel of distribution we encounter with middlemen or intermediaries processors as well as merchant middlemen, agents and facilitators. In this chapter we discuss about merchant middlemen, who perform all marketing functions, such middlemen are specialized in one or a few marketing functions These middlemen facilitate (provide) the process of exchange and create time, place and possession utilities through matching and sorting process. As such, they are able to transfer the best of information from markets, customers, competitors, goods, situation in the market, suggestion for new brand (product) to manufacturers or producers (Sharma, 1995). The physical distribution looks after handling of goods and assures maximum customer’s service It aims at offering delivery of right goods at the right time and place to customers

Objectives

Methods

Findings

Conclusion