TECHNIQUES OF MARKETING POLICY OF DISTRIBUTION

Abstract

Effective organization of the distribution system is a prerequisite for the success of any business. Marketing distribution policy is one of the four main components of marketing activities in general. It is stated that disaggregation of the general marketing policy of distribution into separate specific techniques of the relevant activity provides a better understanding of its components, analysis of their effectiveness and making informed decisions at each stage of the goods movement process. An attempt is made to streamline and classify these techniques. The article analyses variants of techniques of distribution organisation with establishing vertical and horizontal marketing systems. It is emphasised that one of the manufacturer's primary tasks is to determine a reasonable distribution scheme among the methods of direct and indirect sales. The relevance of using dual distribution systems, which provide for the sale of goods both through intermediaries and through direct sales, is noted. Options for intensive, selective and exclusive distribution are outlined, and reasoned doubts regarding the fairness of the term ‘intensive’ distribution are expressed. Techniques of mediation with a full or partial service cycle are analysed. The techniques related to finding a market niche in the distribution of goods are considered. The expediency of using certain unconventional, informal terms and elements of humour in the names of techniques is substantiated, which increases the attractiveness of working with the bank of techniques and improves the memorability of the techniques. Several other various distribution techniques are formulated, in particular those related to special forms of retail sales. It is emphasised that the application of those of the various techniques meeting the specific features of certain goods distribution will enhance the efficiency of the relevant activities. It is stated that further research may be aimed at identifying additional techniques of the marketing distribution policy and elaborating options for combining selected techniques into holistic and effective systems for transferring goods from producers to consumers.