Describe the role that marketing channels play in marketing strategy.

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marbar57 eNotes educator| Certified Educator

When a product or service is produced, it needs to get to the buyers and/or consumers.  This process of procuring, packaging, shipping, and presenting a product to potential buyers is called marketing. 

Marketing is important to a company for the following reasons: 

1.  It links the producer to potential buyers.  In essence, it serves as a pipeline or channel through which the product flows until it's in the hands of the intended consumers.

2.  It allows a company to advertise a product's components, usefulness, availability, and price. 

3.  It allows a company to tailor a product for suitability to a specific region, locale, or populace.

4.  It helps a company cut their costs and maximize profits.   

5.  A company can reach a broader market through the use of distributors, wholesalers, brokers, agents, and retailers. 

     The marketing department of a company is one of its most important assets, and wise marketing decisions often make or break a company.