Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 5

Chapter 13 is the final chapter in Part 3, Product and Distribution Decisions. Once you've completed this exercise, you can complete the Marketing Plan Worksheet for Part 3 on your companion Web site at www.cengage.com/marketing/lamb. Distribution is a key component of any business. For the e-business, distribution seems "invisible" to the consumer, because the consumer may not care where your firm is located but wants product delivery quickly and inexpensively. Creating a worldwide distribution system is an additional challenge to the marketer. Use the following exercises to guide you through the retail distribution part of your strategic marketing plan:
1. What types of retail establishments might be used for your firm's product? Are they in locations convenient to the target customers? What is the atmosphere of the facility for each type? How can you get the atmosphere of the brick-and-mortar offering to match the offering of your Web site?
2. If you have developed a service, to what other Web sites might you "distribute" your Internet-based service? How will working with these other Web sites help you reach your target audience? Are there other Web sites from which you might accept distribution deals in order to make your product or service offering stronger? Explain how strategic distribution with other Web sites or services can give you a competitive advantage