Nature of marketing channel

* Marketing intermediary
- A middleman linking producers to other middle man or to ultimate consumers through contractual arrangements or through the purchase and resale of product .

*Marketing channel create utility
- Time utility ~ Have products available when the customers want them (Newspaper)
- Place utility ~ Making products available in locations where the customers wish to purchase them ( convenience shop)
- Possession utility ~ The customer has access to the product to use or to store for future use ( Raincoat)

*Marketing channel facilitate exchange efficiences
-Reduce overall cost of the marketing exchange
- Reduce search costs for the customers
-Maintain order in market