Sales and Distribution
Definition: The sales and distribution step is that period when the product is receiving some degree of market reception by distributors and buyers.
Objective: The objective of the sales and distribution step is to gain market share and increase profitability.
Product: The product of this step is a final confirmation or modification of one or more elements in the marketing approach.
Marketing Activities: The marketing activities common to this step are those necessary to expand product sales and assess product's market performance.
During the sales and distribution step, the following activities must be completed:
Identify areas for market expansion
Assess customer satisfaction
Assess distributor satisfaction
Refine product features
Marketing Information: Implementation of the sales and distribution step usually will result in a knowledge of the product's competitive position in the market, the demographics of the product, key customers for the product, perceived benefits of the product, communication mechanism for promoting the product, and the most effective and efficient sales channels.
Assessment:
Have you established product distribution and sales?
Have you identified areas for market expansion?
Have you assessed customer satisfaction?
Have you assessed distributor satisfaction?
Have you refined product features?
