Distribution planning

Research is concerned with the formulation and effectiveness of distribution policy:

■ channel selection

■ distribution cost analysis

■ wholesaler/retailer margin

■ incentive policy

■ dealer sales levels

■ distribution achievement

■ penetration levels

■ inventory policy.

2.2.6 Price planning

Research may be used as one of the inputs to price selection.

Analysis of what problems the organization has and the uses to which research can be put will establish whether there is a need for research. The next step is to know what types of research information can be acquired.

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