Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 11

Distribution decisions in the marketing plan entail the movement of your product from the producer until it reaches the final consumer. An understanding of how and where your customer prefers to purchase products is critical to the development of the marketing plan. As you apply the information in this chapter to your plan, focus on the following issues:
If your product will be sold to the ultimate customer, what type of retailing establishment is most suitable to your product Consider the product's characteristics and your target market's buying behavior. Refer to Table 15.1 for retailer types.