02-03-2013, 10:21 AM
Distribution Channel Strategy grew in importance
Distribution Channel.pptx (Size: 167.78 KB / Downloads: 15)
What are Distribution Channels
Distribution channels are the networks through which producers’ product flow to the market- Cundiff, Still & Govoni.
Alternatively distribution channels are the set of interdependent organizations involved in the process of making a product/service available for use or consumption.-Stern & EL Ansary
Role of Distribution Channel:
Specialisation
Utility
- Possession/ownership utility
- Delivered at the right time - time utility /Temporal Discrepancy
-Delivered to the right place - place utility/Spatial Discrepancy
Complexity-
Information: gathering and distributing marketing research-Demographics, Psychographics, New Competitor, Media Habits
Promotion: developing and communicating offers
Contact: communicating with prospective buyers
Negotiation: reaching agreement on price and terms
Pre/Post sales Services