Channel Structures

Brick-and-mortar and e-commerce are two main channels of business-to-consumer marketing.

B2B channels are often the same as B2C channels, but typically there is a greater emphasis on personal touch.

Business-to-government, consumer-to-consumer, and institutional markets are additional types of marketing channels.

A customer can expect varying levels of service and product offerings at different consumer channels.

To maximize sales, a company must carefully consider the fit between its products and the available distribution channels.