People will pay a premium price for great products and service. Profit margins for a Mercedes, for a Microsoft product, for Intel, for Gucci, etc. exceed those of their low price alternatives. It is incumbent on business to have a competitive edge and to sell the benefits and sell the difference. Marketing consists of Business to Business or Business to Consumer. Sales can either be to the end user or to distributors, who in turn sell to another intermediary or to the end customer.
Some companies sell direct, as well as selling to the end customer.
Nike sells directly through its own retail outlets, and to department stores, etc. This can create resentment with distributors and what is known as distribution channel conflict or contention, but it also maximizes sales, if not profits. Each process is referred to as a distribution channel. This is a process of making the prospect think of the company when they have a need for a product the company provides. Some of this marketing involves creating demand that needs stimulation.