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The distribution politics (also distribution-mix, distribution Policy or "“Place"” within the so-called "“4P-Konzept"” [Product, Price, Place, graduation]) are a function of the marketing and management and regulate within marketing the controlling of the selling activities after targets.

Decision ranges

The distribution politics are concerned with the question, at which way as well as on which ways the products arrive at the buyers. Two substantial areas are to be differentiated here:

  • Akquisitori distribution (choice of the channels of distribution and/or the acquisition method)
  • Physical distribution (Marketinglogisitik)

Beyond that the distribution politics cover decisions over

  • Distribution organs and
  • Channels of distribution (distribution channels).
  • By the akquisitorische distribution (sales) customer contacts are manufactured, which market cover generates obtained as well as proceeds.
  • On the one hand costs are generated by distribution logistics, on the other hand one this makes a high stock availability than basis for the customer satisfaction possible. To that extent the distribution politics represent, like all other instrument talking nonsense oak marketing both a cost factor and a source of proceeds equally. Beyond that with the decision over the distribution method the development of the employment of the further marketing instruments is initiated.

In particular by the channel of distribution choice the distribution politics are called also "“Channel marketing"” or "“Channel management"”, whereby "“Channel"” stands for the channel of distribution and/or paragraph channel.

Factors of influence

As factors of influence on distribution-political decisions are considered

Achievement-referred factors: These cover all achievement-referred characteristics, which require a special marketing form or logistics, for example

  • Necessity of explication of the achievement,
  • Shelf-life of the achievement as well as
  • Transportability of the achievement.

Related to customers factors: These refer to the requirements and conceptions on the part of the current and potenziellen customers:

  • Number of customers (few, many)
  • geographical distribution (closely pushed, far distributes),
  • Need frequency on the part of the customers,
  • Purchase habits (geographically, temporally, procurement ways preferred) as well as
  • Open-mindedness in relation to sales methods as for example E-Shops, Shop TV or Powershopping.

Competition-referred factors: In dependence of the competition forces distribution-political decisions are coined/shaped also by the competition behavior, whereby the possibilities offer themselves to the removal or adjustment at the competition methods in principle, regarding

  • Number of competitors,
  • Kind of the competition products as well as
  • Offer modalities (for example dispatch, entry door business, Internet).

Enterprise-referred factors: Of course the factors of the respective enterprise cannot be neglected. Numerous factors affect the scope of action, so for example

  • Size,
  • Financial power,
  • Experiences,
  • Market conception as well as
  • Market power.

Legal factors: The legal basic conditions do not coin/shape distribution-political decisions last; general are to be examined

  • Protection of selling connections in certain industries,
  • And selling reservations of certain business forms,
  • Balance requirements, for example the commercial agent, in the case of abort of the business relations as well as
  • possible prohibitions of discrimination and the boycott.

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