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A set of interdependent organizations (also called marketing intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.
Types of Channel
Direct Channel Also called Zero level channel A channel that has no marketing intermediary between the producer and the consumers. Indirect Channel A channel that has one or more marketing intermediary(ies) between the producer and the consumers.
Zero-level channel Direct Producer 1-level channel Producer 2-level channel Producer Retailer Consumer
Consumer
Wholesaler Wholesaler
Jobber
Retailer
Consumer
Retailer
Consumer
Channel conflicts
Vertical conflict
Horizontal conflict
What is Retailing
Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. Retailer is a business enterprise that sells goods or services directly to the end customers for personal, nonbusiness use.
Functions of retailers
Retailers provides important functions that increase the value of the products they sell to consumers and facilitate the distribution of those products for those who produce them.
Wholesaling Functions
Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling