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Marketing Mix - Distribution Channels (traditional distribution…
Marketing Mix - Distribution Channels
traditional distribution
Wholesaler
Retailer
Manufacturer
Consumer
Vertical Marketing system (VMS)
manufacturer wholesaler retailer
consumer
Distribution Channels
the value delivery network
promotion
matching
negotiation
contact
financing
risk taking
Information
How to choose the right distribution channel
influences
type of product
selective - shopping products
exclusive - speciality products
Intensive - convenience products
short - perishable
competitors
size of company
environmental factors (STEEPLE)
level of service to be provided
Omni-channel world
consumers don't always know what channel they will use to buy through next