The institutional affiliation
The selection of the distribution method depends on a diversity of circumstances which should be taken into account by a marketer. A prosperous product has to satisfy a specific need in the certain market. The consumer market approach requires using all of the four P's, namely, product, price, place and promotion for durable and nondurable goods and services (Learnmarketing.net, 2016). For instance, suntan lotion distribution can designate pharmacies near beaches in California with a discount on wholesale prices and install special displays within a store giving the consumers 15 percent discount on their purchase. In this case, the product is appraised from the standpoint of its ability to supply on a claim better than competitive brands (Munson, 2016).
Another example may be also given. Industrial market can be illustrated as the difference between a candy shop selling chocolate to a discrete customer and a chocolate factory owner or distributor selling thousands of chocolates to a single candy shop. It is a classic illustration of the consumer marketing which is targeted at many potential customers while industrial marketing tends to be focused on a specific buyer.
On balance, every choice related to your goods and services needs to be carefully considered, because the decision will certainly have an influence on a long term success.
References
Learnmarketing.net. (2016). Marketing Mix: Product Strategies. Retrieved 30 March 2016, from http://www.learnmarketing.net/product.htm
Munson, Cheryl. (2016). What Is the Difference Between a Marketing Strategy & a Marketing Mix? | eHow. eHow. Retrieved 30 March 2016, from http://www.ehow.com/about_6609429_difference-marketing-strategy-marketing-mix_.html
