Supermarket shelves
Channel partnerships are, in conclusion, essentially a strategic alliance or contract between organizations that enable a producer of a given product or service to access markets and provide value to consumers through collaboration. These collaborations should add value during the distribution process, whether that value is simply access to retail space, shipping resources, digital marketplaces, established brands, or other more specialized examples.

Maintaining a strong relationship with various channel partners, and identifying opportunities in the competitive environment for new partnerships, is a central facet of a modern marketer’s responsibilities. Channel marketing should be at the forefront of most marketing strategies in the digital era, as distribution and simply being noticed by consumers can be greatly enhanced through strategic partnership selection.

Boundless


reading

Marketing channel relationships

  1. Read Marketing channel relationships from Boundless Marketing.
  2. Think about a product that you use.
    • What marketing channel relationships has the producer used to reach consumers like you?
    • Which organisation (e.g. retailer, wholesaler, manufacturer) do you think leads the marketing channel for this product?
  3. Share your ideas on a WEnote.
  4. Look on the course feed page to see what other have posted.

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