Page 88 - EBOOK DPM 10013 POM-FINAL 25.10.2021

LEARNING OBJECTIVES:

Explain marketing channel

Examine the functions of marketing channel.

Examine the major channel alternatives.

7.0 OVERVIEW OF MARKETING CHANNEL.
The people, organisations, and activities required to transfer

ownership of commodities from the point of production to the point of
consumption make up a marketing channel. It's also known as a

distribution channel, and its how items reach to the end-user, or
consumer. A marketing channel is a valuable management tool and is

essential for developing an effective and well-thought-out marketing

strategy.

7.1 Marketing Channel.

A collection of interconnected organizations (intermediaries)
involved in the process of making a product or service available

to the consumer or business user for usage or consumption.

There are many routes a product can be take to reach its final

customers. Marketers search for most efficient channel from
various alternatives available. The channel structure for

consumer market and business market should be discussed
separately as they vary in degree of complexity.

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