Page 162 - BA1 Integrated Workbook STUDENT 2018
P. 162
Chapter 11
Place
Distribution involves getting the right products to the right people at
the right time.
Three forms of
distribution
One level Two level
Zero level
The manufacturer Wholesalers become
Product is sold
directly to the deals with retailers involved and there
customer, i.e. no (intermediaries) who are several
sell the product on to
intermediaries
intermediaries.
customers. between the
manufacturer and the
customers.
One and two level distribution involves two types of marketing:
Pull strategy – advertising creates consumer demand forcing retailers to stock
the product.
Push strategy – retailers are offered high margins and therefore stock the
product.
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