Channel structures (MC, unit 5)

the means by which customers can access the products they want, at a time they prefer & at their convenience

A marketing channel is different to a supply channel. It deals with management of customer behaviour in order to achieve marketing goals, whereas supply chains are concerned with physical aspects of distribution and logistics management.

Direct channel (or simple channel): customer buys directly from manufacturer/producer
Places limitations on producer's scope, they have to replicate exchanges with each customer

Indirect channel: intermediary introduced to increase efficiency and scope