BU352 Chapter Notes - Chapter 12: Electronic Document, Inventory Turnover, Data Warehouse
Document Summary
Place: includes all activities required to get the right product to the right customer when that customer wants it. Distribution channels add value for customers b/c they get products to customers efficiently quickly at low cost. Must secure appropriate distribution channels to reach prospective customers. Convincing intermediaries (wholesalers, retailers) to carry new products is difficult so many new products each year and have to make shelf space for each. Distribution is difficult, expensive, and involves paying listing fees to get shelf space. G/s organizations need well-thought out distribution strategy to convince retailers to carry g/s. E. g. viral marketing programs, displays to use in stores, track sales through online system or hire firm that sends reps to stores to check display placement and customer traffic. Distribution channels, supply chain, and logistics are related. Distribution channel/supply chain: institutions that transfer the ownership of and move goods from the point of production to the point of consumption.