DISTRIBUTION STRATEGIES

The Marketing Mix: Distribution (Place) Strategies

The Marketing Mix: Distribution (Place) Strategies

Introduction

The act of spreading or apportioning of goods and services to those with a demand or need for them is referred to as distribution. To go to market, producers of services and products create at least one channel of distribution, or path, through which they access a potential buyer, convert the prospect into a customer, and fulfill the orders the customer places. The importance of Wal-Mart's distribution strategy, where channel members collectively earn margins that account for 30 to 50% of the ultimate selling price. In contrast, advertising typically ...