BU352 Lecture 12: Chapter-12-_-Distribution-Strategy
Document Summary
Even if you do everything else flawlessly, if you (cid:272)an"t secure appropriate distribution channels that reach prospective customers, their products are unlikely to meet revenue targets. Convincing intermediaries (wholesalers, retailers) to carry new products is difficult. Distribution is not only difficult, it"s also expensive and involves paying listing fees to get shelf space. All goods and services organizations need a well thought out distribution strategy even organizations that physically make money. A good distribution strategy is key to the successful launch of a new product the distribution strategy should be well integrated with other elements of the marketing mix. Distribution channel mgmt. , supply chain mgmt. , and logistics mgmt. are closely interrelated. Distribution channel (dcm): set of institutions that transfer ownership of & move goods from the point of production to the point of consumption all institutions/marketing in marketing process. The terms distribution channel and supply chain are virtually the same and interchangeable.
