1. Channels of DistributionChannels of Distribution
And there role in marketing

2. Marketing channels and distributionMarketing channels and distribution
Marketing channels are set of
interdependent organizations
involved in the process of making
the product or service available for
use or consumption.
They are the set of pathways a
product or service follow after
production.

3. Importance of channelsImportance of channels
 Decisions about the marketing channels
are among the most critical management
decisions.
 They just not serve markets, they make
market.
 Channels chosen affects all other
marketing decisions.
 Firm’s sale depends upon training and
motivation of dealers.

4. Classification of channels/channelClassification of channels/channel
levelslevels
Channels of distribution
0-level 1-level 2-level 3-level

5. 0-level 1-level 2-level 3-level
manufacture
consumer
Manufacturer manufacturer manufacturer
retailer
consumer
wholesaler
retailer
consumer
wholesaler
jobber
retailer
consumer

6. intermediariesintermediaries
Intermediaries are the middlemen
and signify those individuals in the
channels that either take title to take
goods and sell at profit.
They are directly involved in process
of flow of goods from manufacturer
to consumer.

7. Types of intermediariesTypes of intermediaries
1. Merchant middlemen
i. Wholesalers
ii. Retailers
2. Agents
i. Brokers
ii. Commission agents
iii. Selling agents
iv. Factors
v. Clearing agents
vi. auctioneer

8. wholesalerswholesalers
 Functions of wholesalers:
1) Assembling and buying.
2) Warehousing.
3) Transporting.
4) Financing.
5) Risk bearing.
6) Grading, packing and packaging.
7) Dispersing and selling.
8) Providing market information.

9. Services of wholesalersServices of wholesalers
1.Service to manufacturers-
 Economies of scale.
 Saving in time and trouble.
 Better use of capital.
 Price stabilization.
2. Services to retailers-
i. Saving in cost and time.
ii. Economy in transport an packing.
iii. Better use of limited factors.
iv. Expert knowledge.

10. Types of wholesalersTypes of wholesalers
Full function
Converter
Drop shipper

11. retailersretailers
Retailing includes all activities directly
related to the sale of goods and
services to the ultimate consumer for
personal or non-personal use.

12. functionsfunctions
1. Buying and assembling.
2. Warehousing.
3. Selling.
4. Grading and packing.
5. Financing.
6. Advertising.

13. Services of retailerServices of retailer
 To manufacturer and wholesaler
1. Offer opportunity.
2. A big relief.
3. Provision of information.
4. Reduce the risk of loss.
 To the consumers
1. Largest choice.
2. Relief from storage.
3. Extra service.
4. Supply of information.

14. AgentAgent middlemenmiddlemen
Agent middlemen are those channel
components who help in the transfer of
goods from the hands of ultimate users
without acquiring the ownership of
these goods.
They operate for a commission.

15. Types of middle agentsTypes of middle agents
1. Commission agents.
2. Brokers.
3. Factors.
4. Auctioneers.
5. Selling agents.
6. Clearing agents.

16. Factors governing the choice ofFactors governing the choice of
channel of distributionchannel of distribution
FACTORS
Products
factors
Market
factors
Institutional
factors
Unit factors
Environmental factors

17. PRODUCT FACTORSPRODUCT FACTORS
1. Product nature.
2. Technical nature: simple or
complex.
3. The length of product line.
4. The market position: market
position of manufacturer.

18. The market forces-The market forces-
1. The existing market structure.
2. The nature of purchase
deliberations.
3. Availability channel.
4. competitior's channels.

19. Institutional factorsInstitutional factors
1. The financial ability of channel
members.
2. The promotional ability of channel
members.
3. The post-sale service ability.

20. Unit factorsUnit factors
1. The company’s financial position.
2. The extent of market control
desired.
3. The company reputation.
4. The company marketing policies.

21. Factors governing the choice ofFactors governing the choice of
intermediaryintermediary
1. Economic factors
2. The legal restrictions.
3. Fiscal policies.
4. The financial position.
5. The facilities available.

22. Thank youThank you
A presentation by-
Raveena kaushal
Bba 3rd
sem
Soms bhaddal