LESSON 3

Lesson Intention

• To introduce the concept of place/distribution marketing strategy.

• To help understand the role of distribution channels and their types.

• To provide engaging activities to analyze real-world examples of distribution strategies and physical distribution issues.

Lesson Content

• Introduction to place/distribution marketing strategy.

• Distribution channels: direct and indirect channels.

• Channel choices: intensive, selective, and exclusive distribution.

• Physical distribution issues: transport, warehousing, and inventory management.

Link to video

https://youtu.be/cuPnPJCWJwU

Activity Instructions

1. Each group has to do a specific aspect of place/distribution marketing strategy (distribution channels, channel choices, or physical distribution issues).

2. Research assigned aspects and find a real-world example of a company successfully implementing that aspect in its distribution strategy.

3. Prepare a short presentation outlining the key features of the example and its impact on the company's overall marketing strategy.

4. After the presentations, discuss the effectiveness of various distribution strategies and physical distribution issues in different business contexts.

Choice/Differentiation

• Students can prepare their presentations in different formats, such as Google Classrooms, PowerPoint, or an interactive activity.

• Additional support or resources can be provided to those needing assistance understanding place/distribution marketing strategy concepts.

Paired Activity 

• Create a diagram that shows contemporary distribution channels for the businesses.

• Research/Writing Task: Define the channel choices available to marketers, and outline the advantages and disadvantages of each. Provide examples with information on what channel choices large businesses use and why?

• Research the challenges involved in distributing a product. Discuss how a variety of businesses resolve these issues.

Individual In-Class Activity

Case Study- Starbucks

Individual Activity

Students are to copy out information from the textbook and explain how the marketing mix affects the target market and what strategies could be used for a given product.

Incorporating Assessment as Learning

Self-Assessment: 

• After each activity, self-assess your understanding of the content and performance in the task. 

• Use self-regulation strategies, such as self-monitoring, self-instruction, and self-reinforcement, to take control of their learning and achieve their goals.