This
refers to the chain of intermediaries linking the producer to the end
consumer such as distribution centres, agents, distributors, retailers
and exporters. Distribution
in today's terms is closely linked with functions known as
'logistics' and 'supply chain
management'.
Of all
marketing decisions, those regarding distribution are arguably the most
far-reaching. A company can easily change prices, advertising, sales
promotions or even its product range but once a company sets up
channels of distribution it will find changing them very difficult. Decisions
regarding distribution will hinge around, the product category, the
amount of service customers need, the extent of availability
appropriate, competitors strategies and cost effectiveness.
Distribution
is often the neglected aspect of marketing. In the
case of fast moving consumer goods, mass distribution is one of the
most crucial parts of the marketing mix. If the consumer cannot easily
access your product they will buy a readily available alternative. Money
spent on advertising is wasted if the consumer does not have ready
access to your product when he or she is 'in the
market'.
If
you limit access to your products, you are 'shooting yourself
in the foot'
