Channel selection from "summary" of Marketing Strategy & Management by Diane M. Phillips

Channel selection is an important step in the marketing department as it helps determine where and how a business invests its resources.

Choosing the optimal channel mix requires businesses to evaluate the cost effectiveness of each one while also considering consumer preferences and their ability to deliver products/services while adhering to the deadlines.

It is essential for businesses to select an appropriate channel of distribution for their product or service in order to reach consumers effectively.

Companies must research the target market before deciding on the right channel as different channels have varied propensity towards certain markets.

Additionally, companies also need to assess whether their customers prefer direct or indirect transaction channels such as online ordering sites, or brick-and-mortar stores respectively.

Appropriate channel selection can make all the difference between success and failure of a product's launch so it must not be overlooked by businesses and marketers.

For instance, if a company aims to reach Gen Zers more than Boomers, then they should opt for digital channels that are popular with this demographic.

Furthermore, factors such as customer service levels, inventory control and flexibility with payment options should also be taken into account when selecting a platform or combination thereof.