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What works do marketing channels perform ?
Created by NILESH RANA of IIT BHU under the guidance of Prof. SAMEER MATHUR, IIM LUCKNOW
www.iiminternship.com
Thank you !!!
Channel Functions and
Flows
A marketing channel performs the work of moving goods from
producers to consumers.
SuppliersManufactur
er
Banks
Dealers
Dealers
Dealers
Dealers
Suppliers
Suppliers
SuppliersTransporters,Wareho
uses
Transporters,Wareho
uses
Manufacturer
Manufacturer
Manufacturer
Customers
Customers
Customers
CustomersTransporter
s
Banks Banks
Advertising agency
Advertising agency
1. Physical Flow
2. Title Flow
3. Payment Flow
4. Promotion Flow
Channel Levels
Jobber
Consumer
RetailerRetailer
Wholesaler
Retailer
Wholesaler
Consumer Consumer Consumer
Consumer Marketing Levels
Manufacturer Manufacturer ManufacturerManufacturer
0-level 1-level 2-level 3-level
Service Sector Channels
For example, Politicians use a mix of channels-mass media, rallies, direct mail, billboards, faxes, e-mail,
blogs, blogs, podcasts,websites and social networking sites.