Distribution
In the so-called traditional Marketing Mix and its 4 Ps, the fourth P is Place or popularly known today as “Distribution”. The other Ps are what every advertisers and marketers are focusing on: Product, Price and Promotion.
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The aspect of Distribution provides a channel for business to reach out more effectively to the consumers, or known simply as “distribution channel”. This is also mostly referred to by businessmen as the point where production and consumption meet. This is where comes the more understood traditional term “place” that represents as the location where the consumers can buy the products. In lay man’s terms, we know this by our common terms such as wholesale and retail stores, authorize dealers, on-line shops, or simply called distributors. Moreover, as the term “distribution channel” implies, distribution may pass to some levels of chains before the products are made more accessible to the consumers.
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