4.6 Place (distribution) - notes
In the previous sections we examined the role, definition and nature of marketing, marketing planning, the marketing mix, marketing objectives, positioning and market research. We then looked at the classification of products, new product development, the product life cycle, product portfolios and branding and analysed and evaluated pricing strategies and polices.
We then analysed promotional tools.
In this section we will discuss and evaluate distribution channels and distribution strategies.
By the end of this section you should be able to:
- Discuss the effectiveness of different types of distribution channels
- Evaluate the effectiveness of different types of distributions channels including producers, wholesalers, agents and retailers
- Examine how organisations can increase the efficiency of the supply chain