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Product Flow
Manufacturer
Transportation Company
Wholesalers
Retailers
Consumers
Negotiation Flow
Manufacturer
Wholesalers
Retailers
Consumers
Ownership Flow
Manufacturer
Wholesalers
Retailers
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Information Flow
Manufacturer
Transportation Company
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Promotion Flow
Manufacturer
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Channel structure
Channel structure can be defined as: the group of channel members to which a set of distribution tasks has been allocated. The typical portrayal of channel structure for consumer goods is as follows: 1- manufacturer - consumer (two-level) 2- manufacturer retailer - consumer (three-level) 3- manufacturer wholesaler retailer - consumer (four-level) 4- manufacturer agent wholesaler retailer consumer (five-level)
Channel structure
Multi-channel strategy: means that the firm has chosen to reach its customers through more than one channel. A multi-channel marketing strategy naturally results in a multi-channel structure because distribution tasks have been allocated among more than one channel structure. Example: marketing channel structure for Polo by Ralph Lauren Apparel.