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Channels of Distribution: Arketing Anagement Ii
Channels of Distribution: Arketing Anagement Ii
Channels of Distribution: Arketing Anagement Ii
MANAGEMENT II
Channels of
Distribution
Presented by:-
Vivek Singh Rana
Assistant Professor
SRMGPC
Characteristics or Elements
of Channel of Distribution
1. Route or Pathway : Channel of distribution is a route or
pathway through which goods and services flow from the
manufacturers to consumers.
• But there are some which stand out and influence channel
of distribution choice in all cases.
1) Industrial/Consumer Products.
2) Perishability.
3) Unit Value.
4) Style Obsolescence.
5) Weight and Technicality.
6) Standardized Products.
7) Purchase Frequency.
8) Newness and Market Acceptance.
9) Seasonality.
10) Product Breadth.
Characteristics:-
1) Economic Condition.
2) Legal Restrictions.
3) Competitors Channel
4) Fiscal Structure.
Characteristics:-
1. Economic condition :- when economic conditions are bright
such as inflation, it is desirable to opt indirect channel of
distribution because there is an all-round mood of expectancy,
market tendencies are bullish and favourable. On the contrary,
if the market is depressed (such as deflation), shorter channels
may be preferred.
5. Producer -> Agent -> Wholesaler -> Retailer -> Ultimate Consumer
From the above, it is clear that opinions differ as to types of
channels of distribution. However, the most popular and common
channels of distribution used for bringing the products in the market
from the producer to the ultimate consumer are as follows:
1) Producer —> Ultimate Consumer
2.Selective distribution,
3.Exclusive distribution,
5.Franchise selling.
CONT:
-
i) Intensive Distribution:- Under this method, the
management seeks to use as many outlets as possible.
The method, is referred to as maximum expansion. The
method is adopted in the case of convenience goods such
as cigarettes, sweets, etc.