Marketers look at the value added by each function and at every step in the value chain. They also check for problems that slow the flow of products through the value chain. They Add 1. Channel partners, including agents, wholesalers, retailers, and value-added resellers, are often referred to as intermediaries or middlemen. A newer concept sees channel partners forming a web that enhances the exchange process by performing three types of functions for customers.
Logistical functions are activities related to transporting, storing, and sorting products.
Facilitation functions are activities related to completing the marketing exchange, such as financing purchases. A marketing channel may be long or short. There are marketing channels for both goods and services, although service channels are shorter. Regardless of the type of product, the exchange, logistical, and facilitation functions are required in any exchange process. D. Marketing Channels, Quality, and Customer Satisfaction 1.