Explain how a manufacturer's promotional activity might vary depending upon the sort of distribution channel that operates.
Distribution includes getting the right products to the right people at the right time, and can take a number of forms:
- Zero level. The distribution channel is short and the manufacturer/producer sells directly to the final customer. (For instance, web sales or through own retail outlet).
- One level. A manufacturer/producer deals with retailers who in turn act as intermediaries by dealing with the final customers. (For instance, phone manufacturer which sells to phone wholesalers which sell to the public).
- Two level. Where the supply chain is further extended, wholesalers become include and there are several intermediaries among the manufacturer/producer and the ultimate customer. (For instance, the extended chain include in sales of items of clothing).