Channels of Distribution

Once you have selected and developed a unique product or concern idea, correctly positioned and targeted it to buyers, and developed your packaging and pricing, the selection of dissemination channels and sales prototype is key to successful marketing.

Its more or less easy to change many of your marketing tactics and strategies on a periodic basis; pricing, packaging, and product mix atomic number 18 among these flexible choices. However, distribution and sales decisions, once made, are much more difficult to change. And distribution affects the selection and utilization of all in all other marketing tools.

There is a wide variety of realizable distribution channels, including:

Retail Outlets owned by your company or by an single-handed merchant or chain

Wholesale Outlets of your own or those of independent distributors or brokers

Sales Force compensated by salary, commission, or both

Direct air via your own catalog or flyers

Telemarketing on your own or through a contract firm

Cyber Marketing, surfing the newest frontier

TV and Cable level marketing and home shopping channels

Distribution choices for a service business follow the same lines as those for a physical product. For example, fiscal planning services may be offered from printed material, sold at retail by consultants, delivered electronically by computer, or relayed by phone, fax or mail.

Steps for selecting distribution and sales pull back representation include:

Identify how competitors products are sold.

Analyze strengths, weaknesses, opportunities, and threats for your business.

Examine costs of channels and sales force options.

Determine which distribution options match your overall marketing strategy.

Prioritize your distribution choices.

Identify How Competitors Products are Sold.

Small businesses may face a particular difficulty in identifying their directly competitive selling channels, not usually in identifying where target buyers buy competitive products. How Are Competitors Products Sold?

Small companies should collect a list of any competitors in their marketing area...

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