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The document discusses channel systems and how they connect sellers with buyers. It notes that few producers sell directly to consumers, instead relying on intermediaries for marketing, distribution, and sales. The rise of the internet has enabled digital interactive services and a digital interactive channel system. It then defines different types of channel systems, including direct selling, selling through intermediaries, dual distribution (using more than one channel simultaneously), and reverse channels (going from consumer to intermediary to beneficiary). The key channel system discussed is dual distribution, which allows manufacturers or wholesalers to both sell directly to consumers and sell to other companies for resale.
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- 1. By Stephen Mani Advaitha S2 Mar Athanasios College for Advanced Studies, Thiruvalla
- 3. ▪ Channel system is a set of intermediaries and their infrastructures linking sellers with buyers,few producers sell their goods directly to end users,but rely on intermediaries to perform a variety of activities,including marketing, distribution and sales.The internet has enabled digital interactive services and a digital interactive ‘channel system’.
- 4. 1. Direct selling: Direct selling is the marketing and selling of products directly to consumers away from a fixed retail location. Peddling is the oldest form of direct selling. 2. Selling through intermediaries: A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer is called an indirect channel. 3. Dual distribution: Dual distribution describes a wide variety of marketing arrangements by which the manufacturer or wholesalers uses more than one channel simultaneously to reach the end user. They may sell directly to the end users as well as sell to other companies for resale. Using two or more channels to attract the same target market can sometimes lead to channel conflict. 4. Reverse channels: This one goes in the reverse direction and may go — from consumer to intermediary to beneficiary. Think of making money from the resale of a product or recycling.
- 5. ▪DUAL DISTRIBUTION MARKETING CHANNEL SYSTEM.