What characterizes a direct marketing channel?

A direct marketing channel is characterized by the absence of intermediaries between the buyer and the seller. This means that the products or services move directly from the producer to the consumer without involving wholesalers, retailers, or other middlemen. This direct interaction can enhance the relationship between the buyer and seller, allowing for better communication, customer feedback, and potentially lower costs since there are fewer parties involved in the transaction process.

The other options reflect different concepts in marketing channels. The presence of intermediaries is typically seen in indirect marketing channels, which can complicate distribution and increase costs. The mention of online transactions suggests a focus on digital sales, but direct marketing channels can also exist outside the online environment, such as through direct mail or personal selling. Additionally, a complex supply chain usually indicates the involvement of multiple entities and logistical challenges, which is contrary to the simplicity of a direct marketing channel.