1. The Significance of Marketing Channels
1.1. Facilitate the exchange process
1.1.1. Reducing the number of marketplace contacts necessary to make a sale
1.2. Sorting
1.2.1. Sorting alleviates such discrepancies by channeling products to suit both the buyer's and the producer's needs
1.3. Standardizing exchange transactions
1.3.1. Setting expectations for products, and transfer process itself
1.4. Facilitate searches by both buyers and sellers
1.4.1. Buyers search specific goods and services to fill theirs needs, while sellers attempt to learn what buyers want.
2. Types of Marketing Channels
2.1. Direct Selling
2.1.1. caries goods directly feom a producer to the business purchaser or ultimate user
2.2. Channels using Marketing Intermediaries
2.2.1. Producer to Wholesaler to Retailer to Consemer
2.2.2. Producer to Wholesaler to Business User
2.2.3. Producer to Agent to Wholesaler to Retailer to Consumer
2.2.4. Producer to Agent to Wholesaler to Business User
2.2.5. Producer to Agent to Business User
2.3. Dual Distribution
2.3.1. movement of products through more than one channel to reach the firm's target market
2.4. Reverse Channels
2.4.1. return goods to their producers
3. Selecting Marketing Channels
3.1. The Value of Channels
3.1.1. The relationship between the producer and the buyers.
3.1.2. The firm’s pricing strategy.
3.1.3. The overall product strategy through branding, policies, and willingness to stock.
3.2. Channel Selection
3.2.1. Consumer Preferences
3.2.1.1. the consumer’s habits and behaviors determine channel strategy more than anything else. (as long as the opportunity costs down exceed the potential benefits).
3.2.2. Cost
3.2.2.1. as long as the opportunity costs down exceed the potential benefits.
3.2.3. Brand
3.2.3.1. Organizations create strategic alliances to build channels for consumers, and these alliances will reflect on the overall branding initiatives of both partners.
3.2.4. Localization
3.2.4.1. Strategic channel selection can greatly enhance an organization's ability to achieve this goal.