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Distribution channel

WHAT IS

DISTRIBUTION

CHANNEL

Most firms or producers use intermediaries to carry their outputs to the

market. This intermediary channel is a marketing channel and it is also known

as a distribution channel. The marketing channel is one of the important

elements of the marketing mix. Marketing channel decisions have direct

effects on other marketing activities.
Definition

Most producers use intermediaries to bring their products to market.

Marketing channels are sets of interdependent organizations involved in the

process of making a product or service available for use or consumption by the

consumer or business user.

A distribution channel is a series of firms or intermediaries through which a

good or service is purchased by the final buyer. Wholesalers, retailers,

distributors, and the Internet are all examples of distribution channels. Selling

products directly or through wholesalers, retailers, and other distribution

channels are examples of distribution channels.

There are FOUR (4) forms of marketing channel based on marketing channel

levels and they are:

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