EOC - Marketing Mix : Distribution

Distribution is an important step to any business. “Google knows how to innovate. At many companies, new-product development is a cautious, step-by-step affair that might take a year or two to unfold. In contrast, Google’s freewheeling new-product development process moves at the speed of light. The nimble innovator implements major new services in less time than it takes competitors to refine and approve an initial idea.” (Marketing an Introduction, Armstrong/Kolter, 243) In addition to just having and adjusting the distribution methods and products with the times, and even opening up to temporary products for like holiday specials to mix up the everyday working with local distributers would be important to me because I am a firm believer in supporting local businesses. “Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain. This supply chain consists of “upstream” and “downstream” partners. Upstream from the company is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. Marketers, however, have traditionally focused on the “downstream” side of the supply chain—on the marketing channels (or distribution channels) that look toward the customer. Downstream marketing channel partners, such as wholesalers and retailers, form a vital connection between the firm and its customers.” (Marketing an Introduction, Armstrong/Kolter, 311)