Distribution Channels

Getting Your Product into the Hands of Consumers
It is time to determine how to make your product or service available to the consumer. Using your readings and at least one article from the below list of references (such as Academic Search Complete, Business Source Complete and/or ProQuest Central), develop a distribution system.
Channel Levels
Select either direct versus indirect distribution by writing about the pros and cons of both methods. (Research support is required)
Needs of Target Market
Analyze your target market’s needs. Explain what you know about your target market and what they want from a channel of distribution. (Research support is required)
Digital Commerce
Is your product/service conducive to digital distribution? You may wish to research a competitive product or service to see if it has a strong digital presence. Or you can engage in general research about going digital. (Research support is required.)
Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. For more information see Differences Between First and Third Person.

A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)

References:

Introducing Marketing Textbook:
Creative Commons License 3.0: https://creativecommons.org/licenses/by/3.0/legalcode
John Burnett
Introducing Marketing. Retrieved from https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=388
Pub Date: 2011
ISBN 13:
Publisher: BCcampus
Read the following chapters:
3. Marketing research: An aid to decision making
4. Understanding buyer behavior
10. Channel concepts: Distributing the product
Short Video Lectures
Why Market Research is Important
https://www.youtube.com/watch?v=1Fja06iCIE0
1.2 The History of Marketing Research

The importance of studying consumer behavior

Millennials: Changing Consumer Behavior: Goldman Sachs’ Lindsay Drucker Mann

Gen-Z Matters More than Millennials: Goldman Sachs’ Christopher Wolf

Understanding distribution channels
https://www.youtube.com/watch?v=_Hxho7Ub-8o
Distribution Channels

Optional Reading
Marketing Research and Intelligence Association
https://www.mria-arim.ca/
Occupational Outlook Handbook -Market Research Analysts
https://www.bls.gov/ooh/business-and-financial/market-research-analysts.htm
Marketing Research Association
https://www.insightsassociation.org/
A Model of Industrial Buyer Behavior

A Model of Industrial Buyer Behavior

Consumer Behavior: The Psychology of Marketing
https://www.consumerpsychologist.com/
Distribution: Channels and Logistics
https://www.consumerpsychologist.com/intro_Distribution.html
Channels of Distribution
http://consumerpsychologist.com/distribution.html
Resources
US Census Bureau: American Fact Finder Database
https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
Nielsen
http://www.nielsen.com/us/en/about-us.html
Association for Consumer Research

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