CHAPTERThis chapter on the fourth marketing mix instrument “distribution” deals
with the delivery of services. After studying this chapter, you should be able to:
|• ||indicate which issues must be taken into consideration when formulating distribution goals;|
|• ||formulate the relationship between these goals and some distribution strategies;|
|• ||recognize the links between corporate goals and distribution goals;|
|• ||argue the merits of the location opted for;|
|• ||name a few innovations and trends in the field of distribution;|
|• ||detect why such innovations are not always accepted;|
|• ||be aware of the impact of new information technologies on the distribution of services; and|
|• ||understand the consequences of our service typology on the distribution of services.|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Services Marketing Management: An International Perspective.
Contributors: Hans Kasper - Author, Piet Van Helsdingen - Author, Wouter De Vries Jr - Author.
Place of publication: New York.
Publication year: 1999.
Page number: 587.
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