Issues in Establishing Distribution ChannelsLike most marketing decisions, a great deal of research and thought must go into determining how to carry out distribution activities in a way that meets a marketer’s objectives. The marketer must consider many factors when establishing a distribution system. Some factors are directly related to marketing decisions while others are affected by relationships that exist with members of the channel. Next we examine the key factors to consider when designing a distribution strategy. We group these into two main categories:
In turn, each of these categories contains several topics of concern to marketers.
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Samples of Marketing TutorialsChallenge of Managing Customers While on the surface the process for managing customers may seem to be intuitive and straightforward, in reality organizations struggle to accomplish this. One reason for the struggle is that no two customers are the same. What is appealing to one customer may not necessarily work for another. For instance, a marketer may change how it iss |


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