Marketing Channels
To reach a target market, the marketer uses three kinds of marketing channels.
Communication channels deliver messages to and receive messages from target buyers.
They include newspapers, magazines, radio, television, mail, telephone, billboards,
posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are
conveyed by facial expressions and clothing, the look of retail stores, and many other
media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers)
to counterbalance the more normal monologue channels (such as ads).
The marketer uses distribution channels to display or deliver the physical product
or service(s) to the buyer or user. There are physical distribution channels and service
distribution channels, which include warehouses, transportation vehicles, and various
trade channels such as distributors, wholesalers, and retailers. The marketer also uses
selling channels to effect transactions with potential buyers. Selling channels include
not only the distributors and retailers but also the banks and insurance companies
that facilitate transactions. Marketers clearly face a design problem in choosing the
best mix of communication, distribution, and selling channels for their offerings.
Supply Chain