Distribution Channel
Distribution channels include wholesalers, e-commerce websites, catalog sales, consultants, a direct sales force who sell over the phone, in person or both, dealers, home shopping networks and retailers. The distribution channel or channels selected can dictate what the rest of the marketing strategy would be, as they influence the buyer directly. Advertising and other marketing methods would then appeal to the buyer’s demographic. Small businesses with limited resources or financial support must perform a careful market analysis to determine which distribution channel is best suited for their customers.
Marketing and Distribution
The best promotion or marketing, however, won’t get the product bought if it is being sold or distributed in the wrong place. For example, a company that makes skis that has its flagship store in a warm locale probably won’t move many products because the demand isn’t there. The distribution channel should be matched against its buyers. Once businesses determine where their customers are, they should make sure to have their distribution channel flow directly there. So a small company selling surfboards might open a retail shop near beaches as opposed to the middle of a rural area. It might not be possible for small companies to use all the distribution channels available, from a retail shop to a catalog sales to direct sales, because they are unable to pay to run all of them. Small companies will need to select the best distribution channels they can afford to keep open.
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