An indirect marketing channel is a distribution channel that has one or more intermediary levels between the manufacturer and the final consumer. Intermediaries may be wholesalers, retailers, agents, or brokers.
Indirect channels are necessary when the manufacturer does not have the resources to sell directly, when intermediaries can perform distribution functions more efficiently, or when consumers prefer to buy from certain types of stores. Although it provides wider market coverage, it reduces the manufacturer’s control over service and pricing.
