Evaluating the Marketing Value Channel Alternatives; A supply chain approach

The continued academic marketing debate in terms of value channel implementation varies from the different orientation of the business. But in a general manner the issue on channel capabilities and costs creates a universal issue for almost all business organizations.   

To understand the practical meaning of channel capabilities with respect to the value added, capabilities defines the power of the channel to add value to the commodity for profit purposes.  On the contrary, acquiring the said value requires a reciprocal cost to avail the knowledge and technology applied to the commodity for added value.   

For that reason marketers today play more on how to save cost in order to take the advantage. Indeed, value channels with high importance and incurring low cost is more preferable compared to other marketing channels that only incur cost and add less value to the product. 

Likewise, marketing channel compatibility is also a vital issue to consider knowing that the internal relationship between channels must synchronize in order to acquire the most value out of the product.    Relatively, selling price for the consumer will result to a much affordable budget to the real consumer market.  

 In relation to the compatibility of channels one important sub-concept that a marketer must consider is the business marketing communications in the whole supply chain.  Major decisions from the top management must reflect to the whole stakeholders overall communication.  In the fast moving business world of today, multinational companies are relying more of their business communications towards the fast communication accommodation of the internet.

Finally, the most important that a business organization must consider is the frequent and real time performance monitoring and channel evaluation.  To attain a sound business communication, real time business data feeds are more reliable compared to other delayed business communication feeds. As such, channel conflict can be avoided and a more channel power will emerge to add a distinct value to the organization that most actual consumer are judging as to how your product are accepted in the market.