Page 92 - EBOOK DPM 10013 POM-FINAL 25.10.2021

7.3 The major channel alternatives.

The term 'distribution channel' or 'route-to-market' is also used. It's a channel or

pipeline via which products and services flow in one direction (from seller to consumer)
and payments flow in the other way (from consumer to the vendor).

While a distribution channel may appear to be endless at times, there are three primary
categories, each of which includes a producer, wholesaler, retailer, and end customer.

Because it comprises all four: producer, wholesaler, retailer, and consumer, the first
channel is the longest.

The levels of channel of channel members or the marketing channel length could be
designed in many ways by the producers. The number of intermediary9ies) in the

channel determines the channel length. (Yusniza kamarulzaman, 2013)

Figure 7.3:The major channel alternatives

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