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Chapter 11: Marketing: Products, Pricing... > Distribution: Channeling to Customer...

Distribution: Channeling to Customers

Distribution is how you get your product or service to the ultimate consumer. Distribution channels vary within the same industry and apply to all businesses. No one right or wrong way exists to distribute your products or services; you can, however, usually find a way that works best for you.

Two basic categories of distribution exist, depending on whether a middleman comes between the manufacturer of the products (or the provider of the services) and the consumer: Direct distribution occurs when no middleman is involved; indirect distribution involves a middleman.

Each distribution channel has evolved for a reason, and each one has its own strengths and weaknesses. In the following sections, we discuss the various distribution options and offer tips for how to decide between them.


  

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