‘Path or pipeline’ through which goods and services flow in one direction (from vendorto consumer), and the payments generated by them flow in opposite direction (fromconsumer to vendor).
The Network of partners in the value chain that cooperate to bring products fromproducers to ultimate consumers.
A group of individuals and organizations that direct the flow of products from producersto customers.
A set of institutions necessary to transfer the title to goods and to move goods from thepoint of consumption.
All those who help in bringing product to the consumer from the manufacture.
Types of Channel Members
Channel partners that match marketers with wholesalers or in organizationmarkets, with customers
A wholesaler is someone who primarily sells to other retailers
Also may retail on own
Typically, buys in bulk
The most visible face of the distribution system
India has the largest number of retailers in the world
channel partners that buy products from marketers, add value by modifying or enhancing value, then reselling them
Vehicle dealer adds several accessories
Functions of Channel Members
Making Products Available
Physical possession and distribution