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    Channels are how a business communicates and delivers products and services to customers. There are three main types of channels - communication channels to raise awareness, distribution channels to allow customers to purchase and receive products, and sales channels to deliver value and provide support. Channels can be owned directly by the company or through partnerships, with owned channels providing more revenue but at a higher cost. Finding the right mix of owned and partner channels is important to effectively bring the business's value proposition to customers.

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    Channels are how a business communicates and delivers products and services to customers. There are three main types of channels - communication channels to raise awareness, distribution channels to allow customers to purchase and receive products, and sales channels to deliver value and provide support. Channels can be owned directly by the company or through partnerships, with owned channels providing more revenue but at a higher cost. Finding the right mix of owned and partner channels is important to effectively bring the business's value proposition to customers.

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    12 views1 page

    Handout 5 PDF

    Uploaded by

    Sheikh Golam Zillani
    Channels are how a business communicates and delivers products and services to customers. There are three main types of channels - communication channels to raise awareness, distribution channels to allow customers to purchase and receive products, and sales channels to deliver value and provide support. Channels can be owned directly by the company or through partnerships, with owned channels providing more revenue but at a higher cost. Finding the right mix of owned and partner channels is important to effectively bring the business's value proposition to customers.

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    BUS 305 Handout 5 Spring 2019

    CHANNELS

    Channels are how a business reaches the customer, in order to deliver the product or service.

    There are three ways to communicate and interact with customers

    Type of channel Purpose Example


    Communication Raise awareness about a company’s products and Company website
    services Brochure
    Help customers evaluate the value that the Call
    company is offering
    Distribution Allow customers to purchase and take delivery of Company store
    specific products and services. Home delivery

    Sales Deliver value to customers Salesforce


    Provide post-purchase support Repair center

    1 Channels can be owned by the company, or the company may enter into partnerships to create
    channels. Own channels cost more, but allow a company to keep more of the sales revenue. Partner channels
    allow for expansion, at lower cost. Finding the right mix of channels is crucial for bringing the value
    proposition to the market.

    Direct Indirect

    Sales force Own stores


    Own Web sales

    n/a Partner stores


    Partner Wholesale distributor
    Partner website

    2 Channel Phases

    Channels take you through five phases with the customer. A particular channel can cover one or more phases.

    Awareness Evaluation Purchase Delivery After sales

    3 Key Questions for entrepreneur

    • Through which channels do customers want to be reached?


    • How are channels integrated?
    • Which ones are cost-efficient?
    • How do they integrate with customer routines?

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