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Distribution Mix: A Combination of Five Major Components

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Distribution Mix: A Combination of Five Major Components
DISTRIBUTION MIX:
Distribution mix is the combination of 5 major components and they are:
1. Inventory
2. Warehoushing
3. Communication
4. Packaging
5. Transport

DISTRIBUTION CHANNEL :
The path through which finished goods reach the customers from the production place is called a channel. A distribution channel can be small or large depending on the intermediaries like wholesalers, distributors, agents and the retailers.

* OBJECTIVES OF DISTRIBUTION CHANNEL:
The objectives of distribution channel can be categorized into:

* PLACE UTILITY:
It is seen to it that the goods which are demanded in a particular area or location are conveniently made available to meet the needs and requirements of right customers.

* Time utility:
Providing right type of goods to the right customer only don’t satisfy customers whereas it should also be provided at the right time so that it can satisfy their needs. Ex: During rainy season customers demand for rain coats, but if they are not provided during the summer season it wouldn’t be of any use to the customers.

* Form utility:
It is seen to it that the goods are made available to the customers is a proper manner so that it can be consumed by the customers. So it is the one of an important duty to be considered after production of the product, so it should be properly stored and carefully transported to the place where it is demanded.

* Information utility:
It is necessary that the producer to inform the customers about the features and benefits he/she may experience by using the product. This can be one of the way to influence customers to buy the product. This can be done through advertising in television or newspaper.

* Distribution Channel functions:

Distribution channels include method of selling i.e., direct sales, or use wholesalers and retailers. Direct sales involve you selling directly to the consumer with no middleman, such as in a store you own, online or with a

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