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| Author: | Powers, T. L. |
| Title: | Industrial distribution options: trade-offs to consider. |
| Journal: | Industrial Marketing Management
1989 : AUG, VOL. 18:3, p. 155-161 |
| Index terms: | INDUSTRIAL MARKETING DISTRIBUTION CHANNELS MARKETING CHANNELS |
| Language: | eng |
| Abstract: | Design problems of efficient distribution channels are discussed. Literature is reviewed. The importance of distribution channels in the overall marketing strategy is highlighted. Channel options that are available to the industrial marketer are listed and described. The channel combinations and considerations are put together in a decision criteria format. The channel design decision process is modelled. The trade-off between control and cost is examined. Customer and intermediary contact requirements are analysed. Examples are illustrating the intermediary possibilities. Marketing implications are summarized. |
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