Intro to Business › Section L · Distribution and promotion › Topic L.1
The nature and functions of distribution
A product nobody can buy where and when they want it might as well not exist. Distribution, the "place" in the marketing mix, is how goods travel from the people who make them to the people who use them, and why that journey usually runs through go-betweens.
In this topic
- Getting the product to the customer
- Distribution, logistics and the supply chain
- Marketing intermediaries
- Channel structures
- Function 1: fewer transactions
- Worked example: roasters and cafés
- Function 2: easing the flow of goods
- Function 3: finding buyers and holding stock
- How widely to distribute
- Worked example: choosing the intensity
- Common mistakes to avoid
- Key takeaways
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