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 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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