Channel length refers to the number of intermediaries in a particular distribution channel between the producer & consumer.
A distribution channel can be long or short.
Long channel- Involves many intermediaries
Short Channel- Involves few intermediaries working in succession to provide the consumer with goods.
Factors influencing marketing channel strategies:
Characteristic of Short Channel
Characteristic of long channel
Extensive technical knowledge & regular service required
Little technical knowledge & regular servicing not required
Manufacturers or producer has sufficient resources to perform channel functions
Manufacturer lacks sufficient resources to perform channel functions
Broad Product Line
Limited product line
Channel control important
Channel control not important
Manufacturing feels satisfied with marketing intermediaries’ performance in promotion
Manufacturer feels dissatisfied with marketing intermediaries’ performance in promotion