page_title: Distribution (marketing)
section_title: Channel motivation
hierarchical_section_title: Distribution (marketing) / Managing channels / Channel motivation
caption_attribution_description: English: Live on the 22th of September, 2010. London, UK ©© Published under Creative Commons in the Metapolisz DVD line. All of the photos and vids in the Metapolisz DVD line are under Creative Commons and can be used even for commercial – for profit – purposes. Recommended Citation Derzsi Elekes Andor: Metapolisz DVD line http://nektar.oszk.hu/en/manifestation/2623913
context_page_description: Distribution is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for the consumer or business user who needs it. This can be done directly by the producer or service provider, or using indirect channels with distributors or intermediaries. The other three elements of the marketing mix are product, pricing, and promotion.
  Decisions about distribution need to be taken in line with a company's overall strategic vision and mission. Developing a coherent distribution plan is a central component of strategic planning. At the strategic level, there are three broad approaches to distribution, namely mass, selective and exclusive distribution. The number and type of intermediaries selected largely depends on the strategic approach. The overall distribution channel should add value to the consumer.
context_section_description: To motivate intermediaries the firm can use positive actions, such as offering higher margins to the intermediary, special deals, premiums and allowances for advertising or display.  On the other hand, negative actions may be necessary, such as threatening to cut back on margin, or hold back delivery of product. Care must be exercised when considering negative actions as these may fall foul of regulations and can contribute to a public backlash and a public relations disaster.
caption: Harrod's food hall, a major retailer in London
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