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Running head: DISTRIBUTION CHANNEL ARTICLE REVIEW
Distribution Channel Article Review
DISTRIBUTION CHANNEL ARTICLE REVIEW
A distribution channel is basically an intermediaries or businesses chain that is meant for
the passage of a good or service until it reaches the final consumer (Armstrong et al., 2015). In
this case scenario, a distribution channel will allow the passage of sports apparel from the
manufacturing firm to the consumer (Armstrong et al., 2015). Some of the members that can be
found in the channel are agents, merchants, middlemen, wholesalers, and retailers as well.
Distribution channels are very important in marketing because the product is produced at a single
location while the consumers are all over, thus distribution channels are an enabler to getting
these products to the customer (Armstrong et al., 2015). They, therefore, create place utility
(Armstrong et al., 2015). This is achieved through collecting the output from various producers
for those companies that may have outsourced the production function, divide the products based
on customer needs and ultimately disperse them to the relevant customers (Armstrong et al.,
The two major classes of distribution channels are the direct distribution channels and the
indirect distribution channels. Direct distribution channels are those that are managed and
organized by the manufacturing firm and thus they lay a major reliance on wholesale
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