Reading 7: The marketing mix - place(distribution channels)Distribution channelsAn offering needs to be made available in such a way that customers are able topurchase it easily.Marketers need to collaborate with the operations management functionValue delivery network - channel members providing value throughgreater efficiency, expertise and reach.Kotler and Armstrong (2016) other functions that somechannel members may perform:information:promotioncontact:matchingnegotiationfinancingrisk takingChains vary in lengthService distribution is more likely to be directVertical marketing system (VMS)Collaborative distributionMultiple distribution chanelsChoosing the right distribution channelCollaborative distribution:backhaulco-loadingcontinuous move routingphysical internetServe different segments of consumersPhysical stores and online.An offering should be made availableto consumers according to their needslevel of service desiredwillingness to travelpreferences for buyingDistribution objectives andchoices may be influenced by:the level of servicethe size of the companythe type of productcompetitors
