BU352 Chapter 12: Distribution Strategy
Document Summary
Importance of distribution: even if you do everything else flawlessly, if you can"t secure appropriate distribution. 1 | n a t a s h a p a r k. Although their goals were similar, they often saw solutions differently. For instance, the marketing department"s goal might have been to make sales, whereas logistics wanted to keep costs low. Firms realized there is tremendous opportunity in coordinating marketing and logistics activities throughout supply chain. 2 | n a t a s h a p a r k. 2013: distribution channels are composed of various entities that are buying (retailers or wholesalers), selling (manufacturers or wholesalers) or helping facilitate the exchange (transportation companies. , these relationships can range from close working partnerships to one-time arrangements. In almost all cases, they occur because the parties want something from one another: distribution channels perform transactional, logistical, and facilitating functions. Intermediaries: reduce the number of marketplace contacts.
