In addition to the customer/market definition it may be the case that the organisation wants to change the way in which it interacts with its customers. It is quite common today that traditional retailers use the internet to sell products to existing and new customers. Also manufacturers and wholesalers have found the internet a useful medium as an addition to the existing sales and trading channels.

The channel definition describes the ways that are used to approach customers and how to sell and trade products and services. In addition the objectives and importance of channels should be stated in combination with customer/market profiles.