Distribution Channels

• Distribution is the process of getting the firm's product to the market
• Distribution channels are the routes to market that a product takes from producers to the final customer
• There are a number of distribution channels available to businesses
• Short distribution channels are where the producer sells directly to the customer
• Long distribution channels are where there are more than one intermediary (middle person) between the producer and the customer
• Traditional:

  Producer -> Wholesaler -> Retailer -> Consumer
• Modern:

  Producer -> Retailer -> Consumer
• Direct:

  Producer -> Consumer