Marketing channel

One of the most important elements of marketing mix is the marketing channel. A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption.

Marketing channel is created through a series of relationships between middlemen, or intermediaries, who sell the product or service on behalf of the company. There are a variety of different channels that help professionals manage sales and develop an effective marketing strategy for their business. Each channel may serve a different purpose such as building a brand identity or communicating information about a new product.

Examples include trade shows, industry events, targeted emails, outbound calling, display advertising and direct sales.

There are basically four types or categories of marketing channels:
*Direct selling;
*Selling through intermediaries;
*Dual distribution; and
*Reverse channels.

Marketing channels are important for the business as they:
*Bring the offering to market
*Help business reach its intended target audience
*Help the brand build relationships with customers
*Promote and sell the product or service on behalf of the manufacturer
Marketing channel