Effective Channel Selection: The Number One Success Factor Identified

There is probably no area in the entire marketing field that is as obscure as the marketing of products through distributors, dealers, wholesalers, jobbers, etc. The factor that makes this kind of marketing so complex and difficult to understand is that an independent business operation (i.e., the distributor or dealer) "sits" between you, the manufacturer¹ and your customers. As a result, you are continually frustrated by your limited ability to directly impact your marketplace. Through the course of our consulting assignments, we at Frank Lynn & Associates have devised an analytical process to assist our clients in effectively managing their marketplace. It is designed to help understand the market's dynamics and its economic relationships. It begins with the concept of channels².