Distrubition (place)

Question 1

Influences distribution

Answer 1

Scope / scale - international product may require distribution through a large network of people

Nature of the product - some products are not suited for certain types of distribution, fragile items

Control over promotion and pricing - if controlling promotion is important, business may use their own retail chain and website

Expectations of customers - will customers expect multi-channel distribution

Question 2

Different channels of distribution

Answer 2

Producer - consumer

Producer - retailer - consumer

Producer - wholesaler - retailer - consumer

Producer - agent - wholesaler - retailer - consumer

Question 3

Value of digital marketing and e-commerce

Answer 3

Allows small business to target global population

Builds relationship through a more personal service

Targeting specific segments is much easier

Allows business to gather customer information and data

Opportunity for personalisation of products