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4 P'S - PLACE (ZERO LEVEL DISTRIBUTION (Manufacturer sells directly…
4 P'S - PLACE
DISTRIBUTION CHANNELS
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Has different levels depending on how many steps are required before the product reaches the customer
ZERO LEVEL DISTRIBUTION
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E-commerce makes this more simple, feasible, cost effective and have a wider market coverage
e.g. restaurants, Apple, car manufacturers
Advantage: business has control over price, how product is sold, etc
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INTERMEDIARIES
Wholesalers – buy products in bulk, sell to retailers
Direct agents – independent businesses w/ exclusive right to trade a product in a territory; agents may act on behalf of buyer or seller
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