Managing Product MovementIn addition to enlisting the assistance of retailers and wholesalers to make products available to customers, marketers also face additional concerns when trying to meet their distribution objectives. In this section we examine the tasks that must be carried out in order to physically move products to customers. In some cases the marketer will take on the responsibility of carrying out some functions, while other tasks may be assigned to distribution service providers. Whether handled by the marketer or contracted to others, these functions are crucial to having a cost-effective and efficient distribution system.
Next we provide an in-depth examination of three major tasks that the marketer or distribution service providers may need to carryout in order to ship products to customers. These tasks include:
It is worth noting that while most physical distribution is concerned with moving tangible products, some of the issues covered here are also applicable to intangible products, such as services and to digital products.
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Samples of Marketing TutorialsResearch Trends: Merging Data Sources The wide range of technologies used to gather data has led to the creation of data centers where information is stored. Today many of these data centers are sharing information with other centers in a manner that offers the marketer a fuller picture of their customers. For instance, as we will discuss in the Managing Customers Tutorial, man |
In this part of the 

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October 25, 2009