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The Distribution Channel

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  1. Introduction
  2. The Marketing Mix
  3. Main Strategies
  4. Notion of distribution channel
  5. Supermarkets and Hypermarkets
  6. The Hard Discount
  7. Who are the mains leaders of the market
  8. Globalization and Logistics
  9. Conclusion

A distribution channel is a way of delivering goods and services between the manufacturers and the customers. The distribution channel is chosen to cover the widest possible target market Choices of the decisions about the product (definition, caracteristics, packaging?) What is the best way to make people crazy about the product ? (how to make the product attractive) What kind of customers the product is for ? Two strategies are used in business in order to inscrease the sales of the product or service provided. These two strategies are either oriented on the customers or on the retaillers. In both cases, the result is to improve the brand benefits. Communication oriented to the retaillers Retaillers is going to make discount, offer goodies to promote the brand Promote the product/service by using sales promotion and distribution network, to make the customer buy it Distribution means offering a product/service to a customer (final or not) paying attention of the date, the place, the amount and the presentation of the product. Retailer is a person or a company that makes only the storage and marketing of a product, for the benefit of another. This Actor is shipping the product to the final consumer (individual or company).

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