Distribution Strategies

Distribution Strategies

Introduction

The distribution strategies are applied within the designed marketing decisions and all sales activities in bringing a product or service from the supplier to the customer or user. There is a distinction between the logistic (transport and storage) and the acquisition-distribution, where it comes to the design of the sales strategy and the sales process goes (customer acquisition and retention). Because of the increasing importance of an acquisition aspect is more recent textbooks, the term distribution policy increasingly replaced by the term distribution policy.

The commercial distribution is the means by which manufacturers and distributors bring to market goods and services. The distribution is also one of the 4P's marketing mix, and it is considered as a set of independent institutions that work to make a product or service available to consumers for use. This part of planning is to find out how to be allocated from and how a product from the producer to the customer. This can be decisions on whether goods are to be sold in certain retail outlets or if you only want to use internet sales or whether to use messengers - to deliver the goods (Wheeler et al., 1999).

Discussion

Distributing products is delivering them in the right place, in sufficient quantity, with the features you want, at the right time and with the necessary services to its sale. The distribution policy was, for decades, overlooked by traditional industry, according to an orientation that did not understand that before an economy of excess supply, distribution channels play a filter, and often successful, for the arrival of products to customers. The cornerstone of this type of distribution is in properly selecting the sales channel for the product and their selection will depend on the success of any marketing strategy. The best technique to do is to identify a distributor, customers and contact them directly to collect your impression of the most active in the market. The company may also use the services of business consultants, chambers of commerce, etc (Wheeler et al., 1999).

In this context, the company must obtain credible information about the reputation of the intermediary with banks and customers about their experience with similar products, also evaluating the quality of their vendors and their financial capacity and also the logistical advantages it offers (size, location, existence of warehouse capacity to provide after-sales service, etc.), the level of knowledge about the techniques of market promotion, the ...