Definitions of Distribution Channel

• According to John A. Howard: “Marketing channels are the combination of agencies through which the seller, who is often though not necessarily the manufacturer, markets his product to the ultimate user.”

According to the number of channel partners, the channel can be named as: -

• Zero-level Channel

• One-level Channel

• Two-level Channel

• Three-level Channel

Types of Channels

13-3

• Types of Marketing Channels

– Consumer Goods

DISTRIBUTION STRATEGY

• Direct shipment:-:-Items shipped from the supplier to retail store without going through distribution centers :- Useful when perishable goods are involved

Warehousing:-Storing the products in the godown and whenever is required supplied

Cross Docking:-

Distribution centers, retailers, and suppliers must be linked with advanced information systems to ensure that all pickups and deliveries are made within the required time windowsMust have a fast and responsive transportation system Large number of vehicles are delivering and picking up goods at the cross-dock facility