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If you don't use the right marketing channel, you may miss your target market and your marketing program may fail. Having the right pricing and product features displayed in marketing materials, but using the wrong channel to deliver the marketing message will most likely result in failure. For example, if you are selling cutting tools to an industrial market, but try to use a Pinterest group that shares baking recipes, you probably won't sell very many cutting tools. Know your customers and what channels they use.

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Q: Why are marketing channel decisions as important as pricing and product feature decisions?
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Utility is such an important feature of marketing because proper marketing takes into account how people will use the product or service. When something is marketed and has poor utility, the consumer is less likely to buy it.


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