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Typical Marketing Channels

19 January, 2016 - 17:13


  1. Describe the basic types of channels in business-to-consumer (B2C) and business-to-business (B2B) markets.
  2. Explain the advantages and challenges companies face when using multiple channels and alternate channels.
  3. Explain the pros and cons of disintermediation.
  4. List the channels firms can use to enter foreign markets.

Figure 8.2  Typical Channels in Business-to-Consumer (B2C) Markets shows the typical channels in business-to-consumer (B2C) markets. As we explained, the shortest marketing channel consists of just two parties—a producer and a consumer. A channel such as this is a direct channel. By contrast, a channel that includes one or more intermediaries—say, a wholesaler, distributor, or broker or agent—is an indirect channel. In an indirect channel, the product passes through one or more intermediaries. That doesn’t mean the producer will do no marketing directly to consumers. Levi’s runs ads on TV designed to appeal directly to consumers. The makers of food products run coupon ads. However, the seller also has to focus its selling efforts on these intermediaries because the intermediary can help with the selling effort. Not everyone wants to buy Levi’s online.

Figure 8.2  Typical Channels in Business-to-Consumer (B2C) Markets 
Figure 8.3  Typical Channels in Business-to-Business (B2B) Markets 

Figure 8.3  Typical Channels in Business-to-Business (B2B) Markets  shows the marketing channels common in business-to-business (B2B) markets. Notice how the channels resemble those in B2C markets, except that the products are sold to businesses and governments instead of consumers like you. The industrial distributors shown in Figure 8.3  Typical Channels in Business-to-Business (B2B) Markets are firms that supply products that businesses or government departments and agencies use but don’t resell. Grainger Industrial Supply, which sells tens of thousands of products, is one of the world’s largest industrial distributors. Nearly two million businesses and institutions in 150 countries buy products from the company, ranging from padlocks to painkillers.