What is MARKETING CHANNEL?

The path from vendor to the consumer of a company’s goods and services, flowing in one direction. Also, this is the path that payments from consumer to the vendor generated by sales flow in the opposite direction. A marketing channel is simple, direct from the vendor to the consumer, or is complex, with several fairly independent but mutually dependent intermediaries, like wholesalers, distributors, agents, retailers. As each intermediary receives the item, it is at one price. The items moves to the next intermediary with a higher price until it reaches the final buyer, the consumer. Also known as channel of distribution or distribution channel.

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