Distribution Channels
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DISTRIBUTION CHANNELS
BIBLIOGRAPHIC REVIEW
António Abílio da Silva Couto, nº 5195 Cidália Martins Domingues, nº 5115 Joaquim Luís Sousa Pereira, nº 5194 Paula Marisa da Silva Lima Ferreira, nº 5100 Paulo José Branco, nº 5198
This work was oriented by Dr. Francisco Coelho
ABSTRACT: Deciding for a distribution channel is probably one of the most important actions a marketer has to take in his career. In this work we identified the main distribution channels, the external factors that should be taken in consideration when choosing the channel, a brief overview of their evolution and some of the problems that may arise.
SCHOOL OF PORTO, NOVEMBER 2012
CONTENTS
CONTENTS .............................................................................................. 2 1. 2. INTRODUCTION .............................................................................. 3 DISTRIBUTION CHANNELS ........................................................... 4 2.1. KINDS OF MARKETING CHANNELS ........................................... 4 2.2. MAIN DISTRIBUTION CHANNELS ............................................... 5 3. DECIDING FOR THE RIGHT CHANNEL ......................................... 6 3.1. CUSTOMER CHARACTERISTICS ............................................... 6 3.2. NATURE OF PRODUCT ............................................................... 6 3.3. NATURE OF DEMAND/LOCATION .............................................. 7 3.4. COMPETITION ............................................................................. 7 3.5. LEGAL REGULATIONS/LOCAL BUSINESS PRACTICES ........... 8 4. 5. CHANNELS ARE IN CONSTANT EVOLUTION .............................. 9 SOME PROBLEMS MAY ARISE ................................................... 10 5.1. THE INTERNET CONFLICT ....................................................... 10 5.2. GREY MARKETING .................................................................... 10 5.3. LOSS OF BARGAINING POWER
DISTRIBUTION CHANNELS
BIBLIOGRAPHIC REVIEW
António Abílio da Silva Couto, nº 5195 Cidália Martins Domingues, nº 5115 Joaquim Luís Sousa Pereira, nº 5194 Paula Marisa da Silva Lima Ferreira, nº 5100 Paulo José Branco, nº 5198
This work was oriented by Dr. Francisco Coelho
ABSTRACT: Deciding for a distribution channel is probably one of the most important actions a marketer has to take in his career. In this work we identified the main distribution channels, the external factors that should be taken in consideration when choosing the channel, a brief overview of their evolution and some of the problems that may arise.
SCHOOL OF PORTO, NOVEMBER 2012
CONTENTS
CONTENTS .............................................................................................. 2 1. 2. INTRODUCTION .............................................................................. 3 DISTRIBUTION CHANNELS ........................................................... 4 2.1. KINDS OF MARKETING CHANNELS ........................................... 4 2.2. MAIN DISTRIBUTION CHANNELS ............................................... 5 3. DECIDING FOR THE RIGHT CHANNEL ......................................... 6 3.1. CUSTOMER CHARACTERISTICS ............................................... 6 3.2. NATURE OF PRODUCT ............................................................... 6 3.3. NATURE OF DEMAND/LOCATION .............................................. 7 3.4. COMPETITION ............................................................................. 7 3.5. LEGAL REGULATIONS/LOCAL BUSINESS PRACTICES ........... 8 4. 5. CHANNELS ARE IN CONSTANT EVOLUTION .............................. 9 SOME PROBLEMS MAY ARISE ................................................... 10 5.1. THE INTERNET CONFLICT ....................................................... 10 5.2. GREY MARKETING .................................................................... 10 5.3. LOSS OF BARGAINING POWER