types of channel

1. LECTURE NOTES ON MARKETING
CHANNELS
Lecture Slides
BY Dr VIPUL JAIN
PhD,PGDBA,MBA,MA(Eco,),PGDMSM,BA(Eco.)

2. Channel Plays a Pivotal Role in Value Delivery
Supplies several products, in suitable assortments, as
required
Breaks the bulk and caters to small-size needs of
consumers
Takes care of the various flows involved in distribution
Connects the Consumers to the Firm

3. Provides Distributional Efficiency to the Firm
Minimizes the number of contacts needed
for reaching consumers
Provides salesmanship
Helps in price mechanism
Takes care of a part of physical distribution
and financing

4. Assists in merchandising
Provides market intelligence
Acts as change agents and generates demand
A vital source of competitive advantage for the firm
Channel Functions Cannot be Eliminated
Channels/middlemen are not to be viewed as parasites
Channel ‘Level’, Channel ‘Member’, and Channel
‘Length’

5. Types and Characteristics of Intermediaries
Sole-selling agent/marketer
C&F Agent (CFA)
Wholesaler/stockist /distributor
Semi-wholesaler
Retailer/dealer

6. 0 level channel
1 level channel
2 level channel

7. 3 level channel
4 level channel
5 level channel

8. Flow of Title
Forward Flow
Backward Flow
Channel conflict