International Distribution
16.6 Describe international distribution.
Distribution refers to the processes of getting the product or service from its place of origin to the customer. Distribution is the most inflexible of the marketing program elements—once a firm establishes a distribution channel, it may be difficult to change it. The most common approaches to international distribution include engaging independent intermediaries (for exporting firms) or establishing marketing and sales subsidiaries directly in target markets (an FDI-based approach). The exporting firm ships goods to its intermediary, which moves the product through customs and the foreign distribution channel to retail outlets or end users.
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