Channel Length
This article covers meaning & overview of Channel Length from marketing perspective.
What is Channel Length?
Channel length refers to the number of intermediaries in a particular distribution channel between the producer & consumer.
A distribution channel can be long or short.
Long channel- Involves many intermediaries
Short Channel- Involves few intermediaries working in succession to provide the consumer with goods.
Factors influencing marketing channel strategies:
|
Factors |
Characteristic of Short Channel |
Characteristic of long channel |
|
Market factors |
Business users |
Consumers |
|
Geographically concentrated |
Geographically dispersed |
|
|
Extensive technical knowledge & regular service required |
Little technical knowledge & regular servicing not required |
|
|
Large orders |
Small Orders |
|
|
Product Factors |
Perishable |
Durables |
|
Complex |
Standardized |
|
|
Expensive |
Inexpensive |
|
|
Producer Factors |
Manufacturers or producer has sufficient resources to perform channel functions |
Manufacturer lacks sufficient resources to perform channel functions |
|
Broad Product Line |
Limited product line |
|
|
Channel control important |
Channel control not important |
|
|
Competitive Factors |
Manufacturing feels satisfied with marketing intermediaries’ performance in promotion |
Manufacturer feels dissatisfied with marketing intermediaries’ performance in promotion |
Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.
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