| Abstract [eng] |
Every company after manufacture or purchase of goods must introduce them to its costumers. “The place of distribution” is the third element of 4P in the plan of marketing. The main purpose of this element is to bring goods to costumers on accepted time, place, and quantity and on accepted manner. These tasks are important for wholesale and retail companies. The distribution channel of goods consists of other companies or persons, who participate in the process of goods movement from manufacturer to customer. To choose a suitable distribution channel of goods a company must know where is its costumer, how many costumer it has and what are selling conditions in the market. Marketing research can help to get answers into these questions and to find out what are the business conditions. The survey results will facilitate effective and correct decision-making process. Thus, when a company is making a decision about distribution channels, marketing research would help to clear the situation, and to reasonably motivate a selected distribution strategy: the number, sort of distribution channels, and the selected places where will be distributed goods and services. The selection of plan and structure of distribution channel lasts longer than decision making, based on any other marketing complex element. That’s why it is very important to choose a correct distribution channel, mediator, to evaluate all elements of environment, affecting the plan of distribution channel. Distribution in every trading company is the most important part of business. It is not enough just to purchase a perfect good; you must be able to sell it, that’s why the process of distribution is closely related to marketing. The company can create an effective distribution policy by using all elements of marketing, and the result would be enormous selling volumes. The distribution policy won’t be effective, if the company doesn’t take into account such factors as environment conditions. Every company has to take into account all factors affecting environment and peculiarities of product market. |
