A strategic channel alliance is an agreement in which a marketer uses another marketer's channel to reach customers. G. Arranging Reverse Channels 1. Customers sometimes need channels to get products back to marketers. They use reverse channels , channels that bring products from customers to marketers, such as returning plastics for recycling. Reverse channels can also serve when customers bring broken appliances to regional repair centers.
Marketers can use reverse channels to gather donations of money or goods.
H. Planning Channels for Services 1. A service usually uses a shorter channel than for a tangible good. Shorter channels make the purchase, production, and consumption of services faster and more convenient for customers. Other service marketers use multiple channels, usually a mix of direct and indirect channels, to reach customers. Channel strategy starts with an assessment of overall organizational and marketing objectives.