channel and distribution tactics tomar
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The document discusses channel and distribution tactics, including Bucklin's definition of distribution channels. It outlines the basic functions performed in a distribution channel to move a product from production to consumption. It also describes common channel intermediaries like wholesalers, agents, and retailers. The document lists the six basic channel decisions that must be made and factors to consider for selection. It discusses influence strategies that producers can use with channel members.
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Lectre 1 distribution_mgmt.
Distribution channels help companies reach more customers by providing time, place and possession utility. They include distributors, wholesalers and retailers who facilitate the flow of goods from producers to consumers. Companies must develop a distribution strategy that determines the appropriate channel structure and intensity based on their products and objectives. The strategy also defines performance indicators and critical success factors to ensure effective distribution management.
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V47 Ch15 Designing And Managing Integrated Marketing Channels
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