There are considerable costs associated with getting a product out the door and marketers need to weigh the cost and benefits of various processes. Many different types of companies use marketing channels to distribute their products, which are also referred to as intermediaries. Consumer products may have several intermediaries as they move from producer to consumer. Those intermediaries consist of functions like agents or brokers, wholesalers, and retailers. In the retail consumer products market, rarely does a product move directly from the producer to the consumer; companies typically employ a sales force to sell their products. They may sell to various types of retailers, including specialty retailers, department stores, supermarkets, convenience stores, off-price retailers, factory outlets, and warehouse clubs.
As you create your distribution strategy in this module, keep in mind that the basic question you are seeking to answer is how you will get your product to your target market. You will identify the type of distribution channel you will use and why, and discuss your relationship expectations with distribution channel members.
identify the different distribution strategies utilized to bring products to market in retail and wholesale settings
Examine various marketing principles and concepts
Describe the professional selling environment and the ethical role that sales managers play.
