BUS 343 Chapter Notes - Chapter 10: Customer Service, Professional Wrestling Throws, Private Label

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Jason Ho

Document Summary

The importance of distribution: you can"t sell what isn"t there: structure channel so that it can adapt rapidly to competitive advantage. What is a distribution channel: channel of distribution the series of firms or individuals that facilitates the movement of a product form the producer to the final customer. Include an organized network of manufacturers, wholesalers, and retailers that develop relationships and work to ether to make products conveniently available to buyers: direct channel a producer and a customer. Indirect channel ones that contain channel intermediaries: firms or individuals such as wholesalers, agents, brokers, and retailers that help move a product from the producer to the consumer or business user. Channel objectives: first step in deciding on a distribution plan, develop appropriate objectives that support the organizations" overall marketing goals. In general overall objective of any distribution planning is to make a firm"s product available when, where, and in the quantities customers want and need at a minimum cost.