To effectively introduce a new product to the marketplace, what should the manufacturer do in channel management?

To effectively introduce a new product to the marketplace, using appropriate promotional techniques to inform channel members is crucial. This step ensures that everyone involved in the distribution of the product, such as retailers, distributors, and wholesalers, fully understands the benefits, features, and target audience of the new offering. By leveraging effective promotional techniques, manufacturers can not only raise awareness among channel members but also motivate them to promote the product actively to consumers.

This type of targeted communication creates a cohesive strategy for launching the product, helping to ensure that all parties have the knowledge and tools necessary to sell it successfully. When channel members are well-informed, they can provide better customer service and create effective marketing strategies that resonate with potential customers.

While other aspects, such as improving communication with distributors or wholesalers and establishing ethics policies, are important for overall channel management, they do not directly address the immediate need for product knowledge and promotional support that drives initial product introduction in the marketplace.