Marketing channel

A marketing channel (hereinafter, the Channel) is any channel that is necessary to transfer the ownership of one or more marketables. In other words, the Channel is the medium through which marketing endeavors are undertaken. Marketing is the primary discipline that studies the Channels.

Types

The Channel shall belong to one type or be a combination of several.

Communication

Main wikipage: Communication channel

Communication channels deliver and receive messages from target buyers and include newspapers, magazines, radio, television, mail, telephone, smart phone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, firms communicate through the look of their retail stores and Web sites and other media, adding dialogue channels such as e-mail, blogs, text messages, and URLs to familiar monologue channels such as ads.

Distribution

Main wikipage: Distribution channel

Distribution channels help display, sell, or deliver the physical product or service(s) to the buyer or user. These channels may be direct via the Internet, mail, or mobile phone or telephone or indirect with distributors, wholesalers, retailers, and agents as intermediaries.

Service

Main wikipage: Service channel

To carry out transactions with potential buyers, the marketer also uses service channels that include warehouses, transportation companies, banks, and insurance companies. Marketers clearly face a design challenge in choosing the best mix of communication, distribution, and service channels for their offerings.