Distribution decisions in the marketing plan entail the movement of your product from the producer to the final consumer. An understanding of how and where your customer prefers to purchase products is critical to the development of the marketing plan. As you apply the information in this chapter to your plan, focus on the following issues:
● Considering your product’s attributes and your target market’s (or markets’) buying behavior, will your product likely be sold to the ultimate customer or to another member of the marketing channel?
● If your product will be sold to the ultimate customer, what type of retailing establishment is most suitable to your product? Consider the product’s characteristics and your target market’s buying behavior. Refer to Table 15.1 for retailer types.
● Discuss how the characteristics of the retail establishment, such as location and store image, have an impact on the consumer’s perception of your product.
● Are direct marketing or direct selling methods appropriate for your product and target market?
● If your product will be sold to another member in the marketing channel, discuss whether a merchant wholesaler, agent, or broker is most suitable as your channel customer.
