This is also known as timing chain. It refers to the various stages or channels through which finished products move from manufacturers or producers to final consumers. The distribution channel is the path through which the goods move from the producer or manufacturer to the final consumers. The channel is the path through which the owner passes from the producer to the final consumer. The timing chain can be demonstrated by the following schematic.
Manufacturer/producer- Wholesaler- Retailer- Final consumers.
Distribution process
The goods distribution process involves all the human and physical means from the manufacturer to the final consumers. The distribution process involves the following:
1. Intermediaries: Intermediaries or agents are human elements from manufacturers to final consumers. Intermediaries are wholesalers and retailers. Imagine a rice company that refines tens of thousands of tons of rice per week (over 1,000 bags of rice per week) and yet people come in person to buy rice from them. Not only will they run at a loss, but they won’t be able to reach consumers who live far away. This is where the middlemen come in. Middlemen from places near and far can come and buy these products in bulk and then distribute them through their various channels. Now, how can middlemen get these goods to consumers? This is where the next point comes in.
2. Transportation: This is the means by which finished products are transported by air, land or water from the manufacturer to the final consumers. The means or means of transportation are by plane, ship, cars, trucks, train, etc. The type and quantity of goods largely determines the type of transportation that would be used to transport these goods. An international wholesaler who imports goods from another continent and in such quantity that they satisfy the needs of his entire country, will use ships and cargo as a means of transport. An intermediary who transports about 1000 kg of biscuits in his business can use large vehicles and trucks. Also, what do you think about a car company and a design company? When transporting a large number of auto products to another state, a plane is needed to do it, but that may not be necessary when transporting designer products, unless you are transporting them to another country or continent. SO transport is very essential in distribution trade.
3. Advertising: Advertising is the process of creating awareness in the mind of the public about the existence of a product. Advertising can be used to stimulate demand in order to increase sales. Products can be advertised on radio, television, newspapers, magazines, etc. Also the quantity and quality and also the demands of the products greatly influence your advertisements. Don’t expect a mere merchant to advertise his products on CNN and/or BBC. It’s just a small store and everything you need to raise awareness in your neighborhood. This can be achieved through simple manual ‘talking’ and ‘verbal awareness’. And, of course, the company that makes the BMW car should use the cable networks to advertise to the world’s consumers.
4. Storage: Storage is a process that ensures that the goods produced are stored until they are needed. Warehousing is an important aspect of trade intended to ensure that there is a regular and constant supply of goods to consumers.
These factors can be very simple and clear, and marketers may not even need to read a book or article to know what to do. However, they are very essential in any form of marketing and therefore must be adhered to.
