We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Distribution in the Wider Marketing Context

The whole doc is available only for registered users
  • Pages: 3
  • Word count: 523
  • Category: Marketing

A limited time offer! Get a custom sample essay written according to your requirements urgent 3h delivery guaranteed

Order Now

Although the focus of this thesis is on distribution, it is important to see distribution as a critical aspect of an organisation’s wider marketing strategy. Hudson (2008: 8) cited Kotler’s (1984) definition of marketing which reflected the importance of distribution as a major aspect of the marketing process:

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange that satisfy individual (customer) and organisational objectives

Doyle and Stern (2006) emphasised ‚Äėproduct‚Äô, ‚Äėprice‚Äô, ‚Äėplace‚Äô (distribution) and ‚Äėpromotion‚Äô as the four classical strategic elements of the marketing mix (4Ps). In considering the marketing of intangible services, rather than tangible products, these four elements were expanded by Wearne and Morrison (1998) in the light of their interest in hospitality marketing to include: ‚Äėpeople‚Äô and ‚Äėpositioning‚Äô. Smith and Chaffey also added ‚Äėphysical evidence‚Äô; ‚Äėprocesses‚Äô; partnership (alliances) to the service product marketing mix. Doyle and Stern (2006) highlighted ‚Äėstaff‚Äô and ‚Äėservice‚Äô as elements in the service products‚Äô marketing mix to the classical 4Ps. Actually, these two latter elements, which were added by Doyle and Stern (2006), were included in the previous elements – the ‚Äėservice‚Äô element is the main component of the ‚Äėproduct‚Äô element in service products and the ‚Äėstaff‚Äô element is reflected in the ‚Äėpeople‚Äô element.

In this study, the marketing mix will be considered as including: product, price, place, promotion, people, positioning; process; physical evidence; partnership. Distribution was located by different authors under the ‚Äėplace‚Äô element in an organisation‚Äôs marketing mix (e.g. Wearne and Morrison, 1998). Doyle and Stern (2006) went further and considered ‚Äėdistribution‚Äô as synonymous with the term ‚Äėplace‚Äô in the marketing mix. Smith and Chaffey (2005) supported this point of view and emphasised the critical importance of distribution in the marketing mix. Distribution has been a critical aspect in the international success of Coca Cola and Amazon. For instance, Amazon has achieved incredible success as an online bookseller. Hollensen (2007) clarified that the importance of ‚Äėdistribution‚Äô as part of the marketing mix lies in an organisation‚Äôs need to get access to the international markets.

3.2.2 Distribution
McCabe (2009) highlighted the necessity of understanding how to get access to the customer to deliver the marketing message and the organisation‚Äôs products and services. Hudson (2008) agreed with him and stressed the importance of designing a ‚Äúdistribution system‚ÄĚ to work as a framework for making the organisation‚Äôs services available for customers. Armstrong and Kotler (2000) named five functions for the distribution channel: information; promotion; contact; matching; negotiation. Hudson (2008) added ‚Äėfinancing‚Äô to these functions which should help the organisation in bridging the gaps of time, place and possession between itself and the customers (Armstrong and Kotler, 2000). 3.2.3 Selecting Distribution Channels

Armstrong and Kotler (2000) named the selection of the distribution channel as having an influence on every other marketing decision. Various criteria were investigated to determine how to choose the distribution channel in the wider marketing context. Baines et al. (2008) emphasised seven key criteria in relation to determining the quality of the channel: dependability (consistency of representative or third party reservation companies. Most hotels also used traditional intermediaries

Related Topics

We can write a custom essay

According to Your Specific Requirements

Order an essay
Materials Daily
100,000+ Subjects
2000+ Topics
Free Plagiarism
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access

Your Answer Is Very Helpful For Us
Thank You A Lot!


Emma Taylor


Hi there!
Would you like to get such a paper?
How about getting a customized one?

Can't find What you were Looking for?

Get access to our huge, continuously updated knowledge base

The next update will be in:
14 : 59 : 59