PRESENTATION

ON

Marketing Channels and their Structure

Presented By:
Kollol Mazumder(54)

GAUTAM ROY (55)

 Marketing Channel Defined
• A set of interdependent organizations involved
in the process of making a product or service
available for use or consumption.

• Marketing channel comprises group of people

and firms involved in the transfer of
ownership of the product moves from
producer to ultimate consumers or a buyer.
Why the growing importance of marketing channels?

1.The explosion of information technology

and E-commerce

2.A greater difficulty in gaining a sustainable

competitive advantage

3.The growing power of distributors, especially retailers

in marketing channels

4.The need to reduce distribution costs

 Channel Structure
1. Direct
5. Multi channel

2. Indirect Channel Structure

Internet marketing

3. Vertical
4. Horizontal
 Channel Structure

• Corporate vertical channel:

 Wholesalers sponsored voluntary chain.
 Retailers co-operatives.

&

• Administrative vertical channel.

Back