Chapter 8 – Distribution Channels
Introduction
All concepts discussed up to this point are irrelevant if the product or service cannot reach the customer. Even the best marketing campaigns with meticulous planning of strategy and message, market segmentation, and precise targeting of the most appropriate segment will fail if the product cannot be delivered.
Distribution is critical. It also relates back to packaging since different channels may require different packaging. Furthermore, many new channels have formed that are facilitated through online media.
Additionally, supply chain management ensures that all members of the supply chain, from producer to end customer, work well together and create value along the way.
Readings
8.1 Marketing Channels and Channel Partners from Principles of Marketing – H5P Edition (2022).- 8.3 Functions Performed by Channel Partners from Principles of Marketing – H5P Edition (2022).
- Sections 17.1 to 17.5, starting with:
- 17.1 The Use and Value of Marketing Channels from Principles of Marketing (Albrecht et al., 2023).
Practice Activities
Note: The “Channel Partner” activity below may not work well on a phone and may not be accessible. If you are using assistive technology, such as a screen reader, try using it with a keyboard only.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
