Horti-Business Management (2+0)

1. Determining Channels of Distribution

• A marketing channel is the pipeline through which a product flows on its way to its ultimate consumer.
a) Design own channel of distribution

• Channels should be tailor – made to meet its needs of firm. New products commonly require different distribution channels from those needed for products, which are well established and widely accepted.
b) Avoid multiple channels

• Multiple distribution channels sometimes create conflicts. Distribution will be adversely affected unless these conflicts are resolved.
c) When to change the channel

• Change in buyer’s location may dictate a change in marketing channels. Changes in concentration of buyers may also require a change in marketing channels.