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The Marketing Mix - Place (Distribution Channels Channel Members (Matching…
The Marketing Mix - Place
Distribution Channels Channel Members
Matching
- Customer needs
Negotiation
- Price and terms
Contact
- Potential buyers and consumers
Financing
- Funding for channel distribution
Promotion
- Communicating offering for a product
Risk Taking
- Taking risk involved in channel distribution
Information
- knowledge on market and competitors
Distribution Links
Wholesaler
Retailer
Manufacturer
Consumer
Multiple Distribution Channels
Physical Stores
Online
Choosing the right Distribution Channel
The Type of Product
Competitors
Size of the Company
Environmental (STEEPLE)
Level of service
Collaborative Distribution
The Sharing of distribution resources between 2 or more shippers
Co-loading
- Sharing capacity in the same direction
Continuous move routing
- Multi stop trips
Backhaul
- Sharing opposite routes
Physical Internet
- Shared Network and facilities for transporting
Kotler & Armstrong (2016 p377)
Traditional Distribution
Vertical Distribution
= 1-3