Marketing Channel

Marketing Channel

Marketing Channel Jonathan Poland

A marketing channel is the way that a company reaches its customers to sell its products or services. Marketing channels can include a variety of different methods, such as retail stores, online platforms, direct mail, or direct selling. The choice of marketing channels depends on a number of factors, such as the type of product or service being sold, the target market, and the available distribution channels. By choosing the right marketing channels, a company can reach its customers more effectively and efficiently, and can maximize the impact of its marketing efforts.

Distributing products and services through locations that you own and operate.

Retail Partners
Selling to retailers.

Distributing through retail locations that you have significant control over but don’t own. For example, a car manufacturer may sell through a network of authorized dealers who need to meet a variety of conditions to quality.

Direct Marketing
Establishing a direct relationship with customers with techniques such as personal selling or digital commerce.

Partnering with wholesale businesses that have their own distribution networks.

Using agents and brokers to represent you in distributing your product to wholesalers, retailers or customers.

Value Added Reseller
Distributing products or services to partners that incorporate it into their own offerings. For example, a bicycle tire manufacturer may sell primarily to bicycle manufacturers.

Here are some steps you can take to set up a marketing channel:

  • Identify your target market: The first step is to identify the specific group of customers that you want to reach with your product or service. This will help you to determine which marketing channels are most likely to be effective in reaching these customers.
  • Research your options: Next, research the different marketing channels that are available to you, and consider the pros and cons of each one. Look at factors such as the cost, reach, and effectiveness of each channel, and consider how well they align with your target market and your business goals.
  • Develop a plan: Once you have identified the marketing channels that are most likely to be effective for your business, develop a plan for how you will use each one. This should include specific goals, tactics, and metrics for measuring success.
  • Implement and monitor: Implement your marketing plan and monitor the results. This will allow you to see how well your marketing channels are working, and to make any adjustments that may be necessary to improve their effectiveness.

By following these steps, you can set up a marketing channel that will help you to reach your target market and generate sales for your business.

Learn More
Market Development Jonathan Poland

Market Development

Market development is the process of entering new markets to expand revenue and reduce concentration risk. It involves identifying and…

Ways of Thinking Jonathan Poland

Ways of Thinking

Ways of thinking refer to the mindsets and approaches that individuals use to form their ideas, opinions, decisions, and actions.…

Overchoice Jonathan Poland


Overchoice, also known as the “paradox of choice,” is a phenomenon in which having too many options or choices can…

Project Goals Jonathan Poland

Project Goals

Project goals refer to the desired business outcomes that a project aims to achieve. These goals are typically outlined in…

Product Cannibalization Jonathan Poland

Product Cannibalization

Product cannibalization refers to the situation in which the sales of one product within a company’s portfolio negatively impact the…

Algorithmic Pricing Jonathan Poland

Algorithmic Pricing

Algorithmic pricing involves using automation to set prices dynamically based on a variety of factors, such as customer behavior, market…

Project Stakeholder Jonathan Poland

Project Stakeholder

A stakeholder is anyone or any group that is impacted by a project. This includes individuals or teams who are…

Product Experience Jonathan Poland

Product Experience

Product experience refers to the overall value that a product or service provides to customers based on their perceptions as…

Data Quality Jonathan Poland

Data Quality

Data quality refers to the accuracy, completeness, and reliability of information used for various purposes within an organization. Ensuring high…

Search →
content database

Search my thinking on business, finance,
and the capital markets or start below

Final Offer Jonathan Poland

Final Offer

A final offer, also known as a best and final offer, is a negotiation tactic in which a party submits…

Innovation Process Jonathan Poland

Innovation Process

Innovation refers to the process of making significant improvements by taking bold steps forward, rather than making incremental progress. This…

Storytelling Jonathan Poland


Storytelling is the act of using narrative to communicate information in an engaging and memorable way. Businesses can use storytelling…

Change Management Metrics Jonathan Poland

Change Management Metrics

Change management metrics are quantitative measures used to evaluate the effectiveness of change management practices within an organization. These measures…

Business Management Jonathan Poland

Business Management

Business management is the process of overseeing and running a business or organization. This involves a wide range of activities,…

Economic Relations Jonathan Poland

Economic Relations

Economic relations between nations refer to the economic interactions that occur between them. These interactions can include the exchange of…

What are Tactics? Jonathan Poland

What are Tactics?

Tactics are short-term, immediate strategies that are designed to respond to fast-changing realities and situations. They are focused on taking…

Buying Behavior Jonathan Poland

Buying Behavior

Buying behavior refers to the actions and decisions made by consumers when purchasing goods or services. These are relevant to…

Production Jonathan Poland


Production is the process of creating goods or services for the purpose of satisfying consumer demand. It involves a range…