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If there are no intermediaries then this is known as a zero-level distribution system or direct marketing. A level one (sometimes called one-tier) channel has a single intermediary. A level two (alternatively a two-tier) channel has two intermediaries, and so on. This flow is typically represented as being manufacturer to retailer to consumer ...
It is the way products get to the end-user, the consumer; and is also known as a distribution channel. [1] A marketing channel is a useful tool for management, [2] and is crucial to creating an effective and well-planned marketing strategy. [3] Another less known form of the marketing channel is the Dual Distribution [4] channel.
Horizontal conflict occurs among firms at the same level of the channel. For example, two franchises who open two restaurants across the street from each other would be in a horizontal conflict or when one firm in a distribution channel offers lower prices than the members of the distribution channel and therefore attract more customers.
Distribution channels taken into consideration including retailer, wholesaler, Business to Business or Business to Customer . [ 26 ] Place is defined as the "direct or indirect channels to market, geographical distribution, territorial coverage, retail outlet, market location, catalogues, inventory, logistics, and order fulfillment".
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Distribution channels include a retail storefront, a website, or a mail-order catalogue. Multichannel marketing is about choice. [1] The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate. [2]
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