Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 9

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:
Marketing intermediaries perform many activities. Using Table 15.2 as a guide, discuss the types of activities where a channel member could provide needed assistance.

The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.