B2B Marketing the Distribution Channel Term Paper

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All of them are either bicycle parts or components or even accessories. How ever, when it comes to promoting those brands, the company's website is mainly naming them, showing no further specifications or giving a full description of the product. Meanwhile, the exclusive brand website provides full description of it products, giving suggestions and even allowing you to choose certain aspects such as color, size etc. However, Cycles Lambert's site provides the correct information for you to get a general background, to see with what you may associate your product with, and even gives details about how and where you can buy it from. It is more than obvious that the manufacturer and the distributor stress different aspects of the product. The first one intends to present the whole product specifications, giving ample descriptions, giving suggestion etc. The distributor on the other hand limits itself to presenting the most important characteristics, maybe underlying some other similar products, or why not, even offering ideas which may help the buyer in deciding which the best alternative is for him/her from the entire shop. To put it simply, while the manufacturer describes one product, the distributor describes products from many manufacturers. That is, while the first may tend to exaggerate the characteristics of the product, the distributor will be more objective, giving short, comprehensive explanation about what that product is and what that product does.

Q4. If you were a bicycle retailer, and Cycles Lambert customer, what do you think would help to push more business to your store? Why?

If I were a bicycle retailer and I would like Cycles Lambert to be my customer I would have to make sure that certain standards are achieved.

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Firstly, I would have to make sure that my products are top quality ones, because Cycles Lambert is famous for its high standards in regard to the products it distributes. Moreover, I would have to make sure that my products have moderate prices, or if this is not possible, I would have to make sure that those prices reflect the quality of the given product as well as the amount of work put into it. Furthermore, I would try to attract the customer by promoting certain products, or offering special prices if a number of similar or compatible products are bought. Even more, I would try to associate my company's name with the events Cycles Lambert gives sponsorships to. I would do all these things so that Cycles Lambert would identify its goal and principals, as well as its mission and motivation factors with mines, and thus persuading the corporation that my company best fits their needs and making them buy my products......

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