Management and Organizational Studies 2320A/B Lecture Notes - Lecture 12: Direct Market, Logistics, Marketing Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

A good distribution strategy that is integrated with other marketing mix elements is key to the successful launch of a new product. Distribution channels, supply chain, and logistics are related: distribution channel- the institution that transfers the ownership of and move goods from the point of production to the point of consumption. Channel structure: the distribution system may take the form of direct distribution, indirect distribution, and multichannel distribution, or some combination of these forms, direct distribution. Direct distribution channels allow manufacturers to deal directly with consumers. Direct distribution also plays a significant role in b2b dealings with companies that sell directly to their largest customers in the public and private sectors. With indirect distribution channels, one or more intermediaries work with manufacturers to provide goods and services to consumers. Wholesalers are often used when a company does not buy in sufficient quantity: multichannel distribution.