Channel Planning and

Management
1st Lecture
Date: 4th March 2023
What is marketing Channel
• Marketing channel is viewed as one of the key marketing decision
areas that marketing management must address.
• In this context, the marketing channel may be defined as: the external
contactual organization that management operates to achieve its
distribution objectives.
• A marketing channel consists of the people, organizations, and
activities necessary to transfer the ownership of goods from the point
of production to the point of consumption. It is the way products get
to the end-user, the consumer; and is also known as a distribution
channel.
Role of distribution in value chain
• Supply chain distribution is required to balance your supply and
demand. Your distribution strategy should be capable to handle
market changes, including supply disruptions and increase in demand.
The distribution chain aims to reduce the number of transactions
needed to get a product from supplier to customer
Example 1
Example 2
Contactual Efficiency
Channel management and marketing strategy