Our discussions in the tutorials Product Decisions and Managing Products indicate product decisions may be the most important of all marketing decisions since these lead directly to the reasons (i.e., offer benefits that satisfy needs) why customers decide to make a purchase.  But having a strong product does little good if customers are not able to easily and conveniently obtain it.  With this in mind we turn to the second major marketing decision area – distribution.
Distribution decisions focus on establishing a system that, at its basic level, allows customers to gain access and purchase a marketer’s product.  However, marketers may find that getting to the point at which a customer can acquire a product is complicated, time consuming, and expensive.  The bottom line is a marketer’s distribution system must be both effective (i.e., delivers a good or service to the right place, in the right amount, in the right condition) and efficient (i.e., delivers at the right......

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Title: Scm
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