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Distribution is one of the four aspects of or Service to the customer. It must answer questions such as:

  • What kind of distribution channel to use?

  • Should the product be sold through a Retailer ?

  • Should the product be distributed through Wholesale ?

  • Should Multi-level Marketing channels be used?

  • How long should the channel be (how many members)?

  • Where should the product or service be available?

  • When should the product or service be available?

  • Should distribution be exclusive, selective or extensive?

  • Who should control the channel (referred to as the channel captain)?

  • Should channel relationships be informal or contractual?

  • Should channel members share Advertising (referred to as co-op ads)?

  • Should electronic methods of distribution be used?

  • Are there Physical Distribution and logistical issues to deal with?

  • What will it cost to keep an inventory of products on store shelves and in channel warehouses (referred to as ''filling the pipeline'')?



See also