Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 16

One of the key components in a successful marketing strategy is the plan for getting the products to your customer. To make the best decisions about where, when, and how your products will be made available to the customer, you need to know more about how these distribution decisions relate to other marketing mix elements in your marketing plan. To assist you in relating the information in this chapter to your marketing plan, consider the following issues:
Using Figure 14.2 (or 14.3 if your product is a business product), determine which of the channel distribution paths is most appropriate for your product. Given the nature of your product, could it be distributed through more than one of these paths