Distribution
The distribution technique is used to offer a company’s products or services to customers through new or different channels, based on a determination of how and where purchases are made. Generally, decisions related to distribution are the responsibility of marketing and are examined under the “four P’s” of the marketing mix, product, promotion, price, and place. However, this technique goes further, emphasising the importance of distribution and its impact on other aspects of the business. Therefore, it can include, for example, decisions regarding separate pricing structures for online selling versus traditional retail, or those related to the commitments required when introducing distribution through intermediaries.
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