Distribution channels in marketing are one of the classic “4 Ps” (product, promotion, price,

placement a.k.a. “distribution”). They’re a key element in your entire marketing strategy —
they help you expand your reach and grow revenue.

B2B and B2C companies can sell through a single distribution channel or through multiple
channels that may include:

 Wholesaler/Distributor

 Direct/Internet

 Direct/Catalog

 Direct/Sales Team

 Value-Added Reseller (VAR)

 Consultant

 Dealer

 Retail

 Sales Agent/Manufacturer’s Rep

[Note: You can download step-by-step plans for creating and managing marketing
channels of distribution here.]
Here are three examples of distribution channels in marketing:

DIRECT TO END USERS SELL THROUGH A SELL T

DEALER NETWORK (VA
R

You sell a product through a geographical You sell a pro

You have a sales team that sells directly to network of dealers who sell to end-users in bundles it wit
Fortune 100 companies. their areas. The dealers may service the and resells it.
product as well. That company
You have a second product line for small
Your dealers are essentially your Reseller (VAR
businesses. Instead of using your sales
customers, and you have a strong program
 team, you sell this line directly to end-users to train and support them with marketing your product.
through your website and marketing campaigns and materials.
campaigns. A VAR may w
determine the
You have two markets and two distribution configuration
channels. system that in

To create a good distribution program, focus on the needs of your end-users.

 If users need personalized service