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Sole-Selling agent
Marketer
CFA
Stockist
Semi-Wholesaler
Retailer/Dealer
Broker
Franchisees
Authorized Representatives
Commission Agents
Patterns of Channels
Marketing channels pose a variety of intermediaries. The simplest form
of marketing channel is the one where the product is taken to the
consumer with just one tier of intermediaries in between & which uses
just one type of intermediaries. The more complex forms involve 2 or
more tiers & 2 or more types of intermediaries.
2
CHANNEL OBJECTIVES
CHANNEL DESIGN
Castrol India
Provide location convenience to
customers
Establish outlets close to the targetbuyers the upper & hi-mid income
groups
Louis Philippe
Promote Louis Philippe as a
complete & premium wardrobe
line with shirts, trousers, ties,
socks, blazers, belts etc.,
ITC-Tobacco Division
Ensure easy availability of
cigarettes
Forethought is Essential
Once a channel structure is created & channel members are put in
place & channel compensations are streamlined, it will be difficult for
the firm to exit from the structure & put an alternative in its place. As a
general rule, an eye on the future is essential while adopting a channel
system & structure.