This presentation analyses how customer convenience can be achieved through distribution channel design. It begins by examining what the "place" element of the marketing mix actually means.
It identifies four distribution channel decisions that marketers ought to consider in their distribution channel decision. The presentation examines how the customer conceptualises convenience.
It identifies three types and modes of distribution channels. It contends that distribution channel choices must reflect the expectations of the customer, the distribution channel objectives and the firm's distribution channel capabilities. [PowerPoint file format is available on demand free of charge]