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Thea distributiona ofa aa businessa producta isa ana importanta marketinga activitya thata linksa toa thea
Placea Pa ofa thea extendeda marketinga mix.a Howa thea producta getsa froma thea producera toa thea enda
consumera isa aa criticala factora thata cana impacta howa manya salesa aa businessa makesa anda howa
profitablea thosea salesa are.a Therefore,a productsa musta bea availablea fora consumersa toa purchasea
ina locationsa thata area convenienta fora them.a Likea Macy'sa clothinga store,a productsa area availablea
ata thea righta time,a place,a anda quantities.a
Businessesa havea severala optionsa whena decidinga wherea customersa cana buya theira productsa
from;a thesea area knowna asa distributiona channelsa anda include
directa selling,a retailing,a anda wholesale.a
Directa selling:a Therea area noa middlemen,a soa thea businessa doesa nota havea toa sharea aa
percentagea ofa itsa revenue;a thea salea isa onlya betweena thea manufacturera anda thea customer.a
Thea gooda thinga abouta directa sellinga isa thata therea area noa third-partya dealings,a anda thea businessa
hasa morea controla anda flexibilitya overa distributinga itsa productsa anda servicesa througha thea
internet,a advertisementa througha directa mail,a ora door-to-doora sales.a
Retailinga Distributiona Channels
isa whena aa manufacturera producesa anda sellsa productsa toa retailersa ina bulk,a allowinga consumersa
toa purchasea productsa froma aa morea extensivea rangea ofa locations.a Aa malla woulda havea aa varietya
ofa storesa withina them.a Nikea stores,a Lids,a Macy's,a anda Dillard,a fora example.
Wholesalinga Distributiona Channels
wholesalersa whoa buya largea quantitiesa ofa productsa froma manufacturersa aiminga toa sella toa
retailers,a i.e.,a Alibaba.com.a Mosta wholesalersa area overseas,a anda ita takesa aa longa timea fora aa
manufacturera toa receivea theira products.a Whena consideringa geographicala locationa anda howa ita
affectsa distributiona channels,a Ia thinka ofa near-shorea anda offa -shorea distributors.a Mosta
shoppersa don'ta carea wherea theira producta comesa froma asa longa asa theya receivea ita ona time,a buta
fora thea onesa thata doa locationa matters.a Fora example,a onlinea shoppersa vs.a brick-and-mortara
shoppers,a ana onlinea shoppera doesn'ta minda theira itemsa shippinga froma China,a buta brick-and-
mortara shoppersa woulda prefera thata theira items,a ifa thea needa toa ordera thema bea near-shore.a
Off-shorea distributiona channelsa havea multiplea layersa ofa logistics,a shippinga froma thea
warehousea toa thea docksa fora waterwaya transportation,a toa trainsa fora airwaya transport,a anda oncea
theya arrivea ina thea USa theya havea toa bea transporteda bya truck,a train,a ora planea toa reacha thea finala
destinationa anda stilla havea toa bea placeda ina ana Amazon,a FedEx,a ora UPSa vehiclea toa bea delivereda
toa youra doorstep.a
Near-shorea distributiona cana goa froma thea warehousea toa truck,a train,a ora plane,a buta domestica
distributiona isa differenta anda doesa nota requirea customsa clearancea toa geta ina ora outa ofa thea
country.a Mosta domestica distributiona youa cana havea ina 5-7a daysa ora less,a buta nota off-shorea 14-
21a daysa ata best.a Marketa positioninga anda producta salesa area significantlya influenceda bya
geography.a Regardlessa ofa aa company'sa marketa sharea ora producta successa rate,a marketa
researcha isa cruciala beforea releasinga newa products/servicesa ora bettera ora morea advanceda
features.a Thea selectiona ofa aa distributiona channela isa influenceda bya thea sizea ofa thea marketa
geographically,a thea numbera ofa possiblea customers,a anda thea typea ofa competition.a Whena therea
area fewera purchasersa ina industriala markets,a aa shortera channela ofa distributiona cana bea used.a
Thesea customersa typicallya buya froma producersa directly.a McDonald'sa splitsa theira marketa
accordinga toa geography,a sucha asa differenta nations,a states,a regions,a anda cities.a McDonald'sa
servesa hamburgers,a focusesa ona regionala markets,a anda offersa specializeda menus.a Let'sa
imaginea thata duea toa religiousa restrictions,a McDonald'sa burgersa area prepareda witha chickena ina
Indiaa rathera ofa beef.a Productsa thata catera toa thea variousa requirementsa anda desiresa ofa residentsa
ofa rurala anda urbana areasa usea rurala anda urbana segmentationa toa reacha prospectivea clients.a Fora
instance,a aa detergenta businessa willa advertisea itsa inexpensivea detergenta producta ina rurala areasa
wherea therea isa littlea purchasinga power.a Productsa witha botha aa higha qualitya anda affordablea
pricea pointa tenda toa attracta morea interesta froma consumers.a Geographicala locationa cana bea
strategica fora accessa toa goodsa anda services.a Ita cana affecta thea selectiona ofa thea distributiona
channela sincea ita determinesa thea timea takena fora thea productsa anda servicesa toa reacha thea market.a
Whena thea productsa area durablea thena thea geographicala locationa ofa thea companya cannota havea
ana impacta ona thea choicea ofa distribution.a Aa distributiona channela isa isa aa chaina ofa businessesa ora
intermediariesa througha whicha aa gooda ora servicea passesa untila ita reachesa thea finala buyera ora thea
enda ofa consumer.a Ana examplea ofa howa geographicala locationa cana affecta youra selectiona ofa
distributiona channelsa isa whena aa farmera isa neara thea market,a theya willa takea aa shortera
distributiona channela thana whena thea targeta marketa isa locateda ina aa differenta geographicala area.a
Distributiona affectsa thea placea ora patha througha whicha consumersa cana buya anda receivea thea
product.a Aa distributiona channela cana bea ana ona sitea store,a aa virtuala store,a aa retailer,a aa
wholesaler,a ana agent,a aa telemarketer,a ora aa directa email.a Dependinga ona thea producta dependsa
ona thea typea ofa consumersa youa willa attract.a Companiesa willa decidea ona channelsa bya lookinga ata
thea customera demographics.a Agea cana bea aa biga determination.a Researcha hasa showna thata Gena
Ya looksa toa telephonea communicationa sucha asa sociala mediaa anda real-timea messaginga sucha asa
texta anda chat.a Buta babya boomers,a mosta prefera talkinga ona thea phonea vsa automateda servicesa
sucha asa chat,a email,a ora sociala media.a Theya feela thata ina ana emergencya wherea wea needa aa fasta
answer,a wea picka upa thea phonea toa speaka witha ana agenta toa handlea purchasinga issuesa ora quicka
medicala decisions.a Gena Xa maya bea happya usinga phonea anda emaila anda maya nota bea
comfortablea witha real-timea messaging.a Buta ifa theya needa aa quicka resolutiona anda area tolda thata
theya willa bea ona holda fora longera thana 15a minutes,a buta thata chata isa available,a theya willa mosta
likelya hanga upa anda switcha toa thea chat.
Dependinga ona thea typea ofa businessa youa area in,a ita isa possiblea toa builda aa picturea ofa thea sorta ofa
customersa you’lla attract.a So,a thea personalitya ofa customersa mighta drivea aa company’sa
preferencesa fora customera servicea channels.a Aa customera thata isa ana extroverta maya bea happiera
witha aa phonea conversationa witha aa customera servicea agenta becausea ofa theira outgoinga
personality.a Theya willa enjoya chitchattinga anda makinga aa pointa witha confidence.a Buta ana
introverteda personalitya maya prefera aa non-verbal/real-timea channela sucha asa chata ora emaila witha
aa customera servicea agent.a Thisa waya theya woulda nota needa toa speaka witha someone,a anda theya
cana avoida thea needa toa thinka ona theira feeta whena ona thea phonea witha ana agenta anda cana avoida
beinga puta ona thea spot.a
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