10

Distribution Decisions

“Distribution provides a number of opportunities for the marketer that may normally be associated with other elements of the marketing mix

 

—Sam Walton”

Chapter Objectives

To understand:

  • Role of distribution in supply chain
  • Structure of distribution channel
  • Designing distribution channel
  • Distribution network in practice
  • Logistical requirement of channel partners

 

Distribution and Logistics Role

 

Distribution and Logistics Role

 

Distribution involves getting the product from the manufacturer to the ultimate consumer. Distribution is often a much underestimated factor in marketing. Channel decisions are among the most important decisions ...

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