THE  

MARKETERS   TRY  TO  PUT  THE  BRANDED  PRODUCT

IN  FRONT   OF   THE   CUSTOMER  IN  EXACTLY  THE   SAME  MANNER.

FOR   WHICH   THEY   USE   A   CHANNEL  FOR  DISTRIBUTION.

SO   THE   CHANNEL   IS   ''  THE   ARM  OF   THE  MARKETING''

OF   THE  BRANDED  PRODUCT.

Marketing Channels is  the path or route taken by goods and services as they move from producer to
final consumer; in addition to the goods and services themselves, title, information, promotion and
payment also move along the marketing channels carry.
HENCE   THE  CHANNEL  MUST  RELECT  THE  IMAGE   OF
THE  BRAND.

When an organisation is embarking on a channel marketing strategy, it needs to consider all the
parameters  that  will encompass  customer communications,  customer value modelling, partnership
marketing,  customer service operations, marketing technologies,   and   distribution.    
CHANNEL  Partners must have the right positioning and market exposure in order to drive up sales in a
real and meaningful way and thereby to increase profits.

Some marketers feel that the image of the

particular channel in which they sell their
products does not matter-all
Some marketers feel that the image of the particular channel in which they sell their products
does not matter-all that matters is that the right customers shop there and the product is displayed
in the right way. Others maintain that channel images-such as a retail store-can be critical and
must be consistent with the image of the product.

Take a position: Channel images do not really affect the brand images of the products they sell
that much versus channel images must be consistent with the brand image.