BASIC CONCEPTS OF DISTRIBUTION
1)What kind of solutions (satisfaction, value) am I offering?
2)To whom?
3)How?
How do I distribute goods/services according to specific needs/wants of target customers at the right place, time, price, conditions with minimum effort and resources.
Analysis of consumer behaviour is needed to decide on channel lenght and breadth.
Objective: to facilitae the process of buying according to the expectations and desires of every type of client/segment.
An effective system provides for:
-Selling activities (providing information to the consumer through advertising, personal selling);
-Physical distribution (from manufacturer to consumer);
-Service (after sales service must be provided);
-Information/market feedback (from marketplace to be used for input in marketing.…
