Context:
In this chapter, you’ve learned that Place is where your offering is made available to consumers. Whether an offering is sold at a physical location (such as a store), through the internet, or through a combination of both, it must have a way to get from the company to the consumer. These paths are known as distribution channels. Companies select their distribution channels by considering trends in the marketplace and the preferences of the target market. The appropriateness of a distribution channel for a specific target market depends on a variety of changes that occur in the marketplace over time.
You’ve also learned in this chapter that the marketing environment is always changing and that marketers must examine these changes in order to make educated decisions about Place. For example, over the past decade or so, on-demand music streaming services have overtaken CD sales. As a result of this change, the market has shifted from utilizing indirect distribution channels, such as retail stores that sell CDs, to direct distribution channels like Apple Music and Spotify.
Assignment: For this part of the Module Five Milestone worksheet, you will use the knowledge you have gained in this chapter, as well as your own market research, to identify a change in the marketplace that affects the distribution of your product. When conducting your own research, be sure to use reliable internet sources.
Identify one recent change in the marketplace (purchasing habits or social, economic, and political events, for example) that you would like to explore. In one sentence, briefly describe that change.
Change in the marketplace:
In one paragraph, describe how the change may specifically address the distribution of products to your persona. For example, “Baby boomers are increasingly researching, shopping, and purchasing. This means online distribution channels may be a good fit for this target market.” (You may not use this example in your own work on the milestone.)
How the change addresses the distribution of products to my persona:
Context:
Select a distribution channel:
In this chapter, you’ve learned that the way products are sold is just as important as the products themselves. Distribution channels are the organizations involved in selling and promoting goods from the time they are produced until they reach end users. Distribution channels can include direct-to-consumer, retail, wholesale, distributors, or agents/brokers. Certain distribution channels provide advantages over others depending on the target market companies are trying to reach.
Assignment: For this part of the Module Five Milestone worksheet, you will use the research you conducted on changes in the marketplace to identify an appropriate distribution channel for your product.
Name one potential distribution channel you recommend for your chosen product, and explain why it is appropriate given your product and persona. Your explanation should be one paragraph in length.
Potential distribution channel and why it is appropriate for my product and persona:
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