The link between manufacturers and customers is the channel of distribution.
Channel management centers on these questions: which channel tasks will be performed by the firm and which tasks, if any, will be performed by channel members?
Channel Alternatives in the Business Market Marketing channels
1. The customers are large and well defined. Direct Sales Approach is Viable When: 2. The customers insist on direct sales. 3. Sales involve extensive negotiations. 4. Control of the selling job is necessary to ensure proper implementation of the total product package and to guarantee a quick response to market conditions. Marketing channels