Distribution

Distribution One of the four elements of the marketing mix. The practise of making a product or service available to the consumer or business user who requires it is known as distribution. This can be accomplished directly by the producer or service provider, or indirectly through distributors or middlemen. Product, pricing, and promotion are the other three components of the marketing mix.

Distribution decisions must be made in accordance with a company's overarching strategic vision and objective. Strategic planning includes developing a well-coordinated distribution strategy. At the strategic level, there are three broad approaches to distribution, namely mass, selective and exc