Professional Documents
Culture Documents
The Distribution Function: Intermediaries Merchant Intermediaries Agents
The Distribution Function: Intermediaries Merchant Intermediaries Agents
The Distribution Function: Intermediaries Merchant Intermediaries Agents
Specify
Select Determine
the role of Choose
type of appropriate
distribution specific
distribu- intensity
within the channel
tion of distri-
marketing members
channel bution
mix
Agents Agents
Merchant Merchant
wholesalers wholesalers
ULTIMATE CONSUMERS
Copyright © 2001 McGraw-Hill Ryerson Limited
15 - 7
Business Channels
PRODUCERS OF BUSINESS GOODS
Agents Agents
BUSINESS USERS
Copyright © 2001 McGraw-Hill Ryerson Limited
15 - 8
Multiple Distribution Channels
• some firms will use several distribution
channels to reach specific markets or segments
• dual distribution is used, for example, to reach
business and consumer markets, or to carry
different groups of products
• or may be used to reach different segments of
the seller’s market; different sizes of buyers or
different regions of the country
• some companies operate their own stores