A lot of the theoretical arguments about channels consequently revolve around cost. In contrast, most of the practical decisions are concerned with management of the consumer. The small company has no option but to use intermediaries, often a number of layers of them, but large companies ‘do’ have the option.
On the other hand, many suppliers seem to suppose that once their product has been sold into the channel, into the beginning of the distribution chain, their job is done. Yet that distribution chain is simply assuming a part of the supplier’s responsibility; and, if he has any ambitions to be market-oriented, his job should really be extended to controlling, albeit very indirectly, all the processes elaborated in that chain, until the product or service gets to the end-user.