Within the distribution channel, activities are carried out to ensure that the products are delivered to the target market. This is a process that involves three participants, a producer, an intermediary and an ultimate consumer. All of them sre intermediaries who will perform the most functions, it facilitates the flow of products from the sender to the recipient, holds the range and meets the demand. The manufacturer and the consumer are part of every distribution channel. One of the stages in the distribution channel menagement process is their evaluation. Controlling and evaluating distribution channels is a very important stage. Four factors affects the scope and frequency of distribution channel valuation, namely: the degree of producer control over the members, the relative importance of each member, the product characheristics, and the number of distribution channel members. There are also two basic types of valuation: routine and performance review. Routine valuation is largely based on sales criteria where the sales of a particular broker are tracked daily and compared with the ideal sales determined by the manufacturer. The performance review process consists of three steps. The first step is to select the criteria for the evaluation of performance, then periodically evaluate the performance of a member of the distribution channel whit respect to the selected criteria and the last step of recommending corrective actions to reduce the observed deviations, if any. The paper also shows an example of a practice, a company that produces its own product, and which through the intermediary (retail trade network) is available to end costumers or consumers.