Page 195 - DMGT509_RURAL MARKETING

Rural Marketing Anand Thakur, Lovely Professional University

Notes Unit 10: Distribution Strategies for Rural Market

CONTENTS
Objectives
Introduction
10.1 Distribution Patterns for Consumer and Industrial Goods

10.2 Customer Convenience Buying
10.3 Multiple Product Manufacturers
10.4 Retail Business

10.5 Leasing and Hire Purchase
10.6 Role play
10.7 Summary
10.8 Keywords
10.9 Review Questions

10.10 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Distribution Strategies.

 Discuss the Distribution Pattern for Consumers and Industrial Goods.
 Describe the Consignment Agents.
 Explain the Overview of Leasing and Hire Purchase.

Introduction

Once the firm has completed Marketing Research and decided about the product/s they want to
introduce in the market having selected the niche market, the firm needs to ensure that its
customers and prospective customers are aware of the product and their usage, and the product
is available to them at convenient shops. The first objective of communicating with customers is
done through personal selling and advertising. The second is done through organizing proper
distribution system. In this unit we are discussing the distribution methods available for firms.
The firms can choose the method best suited to their needs taking the product, and its service
requirements into account.
For the manufacturer of a product there are two basic distribution systems.
The first one is as given below:

Manufacturer Direct canvassing/Direct mail
Own shops

In the above method the manufacturer, sells by personal selling, through direct mail or from
firm’s own shops (like Bata shops).

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