Marketing refers to the activities of a company associated with buying and selling a product or

service.

Channel- A method or system for communication or distribution. Where ideas and things pass
through

Marketing Channels can be defined as the set of people, activities, and the intermediary
organizations that play a crucial role in transferring the ownership of the goods from the point of
production or manufacturing to the point of consumption. They are the various channels or
platforms through which the products reach to the consumers or the end-users.

Channels of communication -Information are passed from the consumer through the retailer
and wholesaler to the manufacturer.

intermediaries, or middlemen, offer superior efficiency in making goods and services widely
available and accessible to final users. For instance, in overseas markets it may be difficult for
an exporter to establish contact with end users, and various kinds of agents must therefore be
employed.

Assistance in promotional activities- They assist the manufacturer in sales promotion and
advertising activities.