Main > Marketing Tutorials > Distribution Decisions >
 

Distribution Systems: Multi-Channel (Hybrid)

In cases where a marketer utilizes more than one distribution design the marketer is following a multi-channel or hybrid distribution system. As we discussed, Starbucks follows this approach as their distribution design includes using a direct retail system by selling in company-owned stores, a direct marketing system by selling via direct mail, and a single-party selling system by selling through grocery stores (they also use other distribution systems).

The multi-channel approach expands distribution and allows the marketer to reach a wider market, however, as we discussed under Channel Relationships, the marketer must be careful with this approach due to the potential for channel conflict.

< Prev   Next >

2 Comments

  1. Riyaj makes this comment

    October 01, 2011

    Adopting more than one distribution channel helps to avoid chaos and maximize efficiency. Responsibilities, relationships and compensation among various channel members must be clear.

  2. Sakib makes this comment

    August 08, 2010

    This cleared my concept on hybrid marketing system. Thanks alot!

Add Comment

 

KnowThis: Marketing Basics Book

420 pages - Only $30

KnowThis MB 2nd EditionKnowThis: Marketing Basics, 2nd Edition offers in-depth coverage of marketing and is ideal for the marketing novice, the marketing educator, the marketing professional and anyone else who needs to know about marketing. This book includes more than 60% new material not found on KnowThis.com. For more information including taking a look inside, Click Here.