Channel structure How to structure the distribution channels is the most important long-term marketing mix decision a firm may make n Channel structures are designed to manage multidirectional (horizontal and vertical connections in physical movement of goods and services transactiona/ title flows information communications flows Copyright 2001 by Harcourt, Inc. All rights reserved 13-3Copyright © 2001 by Harcourt, Inc. All rights reserved. 13-3 Channel Structure How to structure the distribution channels is the most important long-term marketing mix decision a firm may make. Channel structures are designed to manage multidirectional (horizontal and vertical) connections in • physical movement of goods and services • transactional title flows • information communications flows