Ch. 14 - Marketing Channels and Retailing

        Marketing channel is a pathway of how products, communication of a product reaches a consumer. This is the process of the product reaching the seller from the manufacturer  then to the consumer. The sellers in other words retailers are firms in the channel that sells directly to consumers. A product can take many routes before reaching a consumer, For example, Coca-Cola company uses direct channel and retail channel to connect with consumers. Direct channel is when a consumer can buy the product directly from the producer whereas, Retail channel the consumer will have to buy the product from the retailer store. Coca-Cola's many retailers would be grocery stores, supermarkets, restaurants, stadiums, fast food restaurants. These are places where the product goes to before directly reaching the consumer. The retail store named get deliveries from coca-cola almost everyday. This Eases the process