MKT 100 Final: Chapter 12 MKT

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Describe distribuion channel design and management decisions and strategies. Someimes, paricularly when irms are staring out, companies cannot choose their ideal partners but instead take any partners they can get to obtain the materials or customers they need. In general, the larger and more sophisicated the company, the more likely it will perform some supply chain aciviies itself rather than use third-party intermediaries. When deciding on the distribuion channel structure, irms can choose from direct, indirect and mulichannel distribuion. Firms that want as much market exposure as possible use intensive distribuion, whereas irms that either want to maintain and exclusive image or are not large enough to sell everyone tend to use an exclusive distribuion strategy. Somewhere in the middle lies a selecive distribuion strategy. Explain how logisics and supply chain management afect distribuion strategy.