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MARKETING CHANNELS AND SUPPLY CHAINS I Nature and Importance of Marketing Channels Reaching prospective buyers, either directly or indirectly, is a prerequisite for successful marketing. A. What Is a Marketing Channel of Distribution? Marketing channel consists of individuals and firms involved In the process of making a product or service available for use Or consumption by consumers or industrial buyers. Marketing channels make possible the flow of goods from a Producer, through intermediaries, to a buyer a. Some intermediaries purchase items from the seller