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Retail / Distribution

Distribution (business)

Distribution is one of the four aspects of marketing. The other three parts of the marketing mix are product management, pricing, and promotion. Distribution deals with logistics: how to get the product or service to the customer. It must answer questions such as:

  • What kind of distribution channel to use?
  • Should the product be sold through a retailer?
  • Should the product be distributed through wholesale?
  • Should multi-level marketing channels be used?
  • How long should the channel be (how many members)?
  • Where should the product or service be available?
  • When should the product or service be available?
  • Should distribution be exclusive, selective or extensive?
  • Who should control the channel (referred to as the channel captain)?
  • Should channel relationships be informal or contractual?
  • Should channel members share advertising (referred to as co-op ads)?
  • Should electronic methods of distribution be used?
  • Are there physical distribution and logistical issues to deal with?
  • What will it cost to keep an inventory of products on store shelves and in channel warehouses (referred to as filling the pipeline)?

See Also:




Branch Automation solution


The Petrol Pump Management Software


The Supermarket Management Software


Mobile Phone Shop Management Software


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