MKT 100 Lecture 11: Chapter 12 - Distribution Channels

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

All goods and services organizations need a well-thought-out distribution strategy to convince retailers to carry their products. Channel structure: direct distribution manufacturer to consumer, multichannel distribution using different distribution means to reach different market. Indirect distribution manufacturer, to wholesaler, to retailer, to consumer. segments. Distribution intensity: the number of channel members to use at each level of the supply chain. Intensive designed to get products in as many outlets as possible. Exclusive strategy of granting exclusive rights to sell to one or very few retail customers so no other customers can sell the particular brand. Selective lies between the intensive and exclusive distribution strategies; uses a few selected customers in a territory. A distribution centre is a facility for the receipt, storage and redirection of goods to company stores or customers. Supply chain partners provide value for the firm because it eliminates unwanted transactions.