Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 24

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:
Determine the level of distribution intensity that is appropriate for your product. Consider the characteristics of your target market(s), the product attributes, and environmental factors in your deliberation.