Chapter 1.1‎ > ‎

Distribution Strategy

Market target buyers may be contacted on a direct basis using the firm's sales force or, instead, through a distribution channel of marketing intermedi­aries (e.g., wholesalers, retailers, or dealers). Distribution channels are often used unlinking producers with end-user household and business marker, Decisions that are made include the type of channel organizations to use, the extent of channel management performed- by the' firm, and the intensity of distribution appropriate for the product or service. The choice of distribution channels influences buyers' positioning of the brand, for example, expensive watches like SMH's Omega brand are available from a limited number of retailers with prestigious images. Such retailers help to reinforce the brand's image.