Distribution Channels Explained - Place

00:10:49
https://www.youtube.com/watch?v=_MrDlmHO7jQ

Résumé

TLDRLa vidéo explique l'importance de la distribution dans le marketing, en soulignant que la disponibilité des produits dans des lieux pratiques est cruciale pour les consommateurs. Elle décrit les différents canaux de distribution, y compris la vente directe, la vente aux détaillants et la vente en gros, et comment ces méthodes ont évolué avec la technologie. La vidéo aborde également le commerce électronique, les tendances sociales et les défis auxquels font face les petites entreprises dans le domaine de la distribution. Les avantages et inconvénients de chaque méthode de distribution sont également discutés, ainsi que l'importance de s'adapter aux changements dans les habitudes d'achat des consommateurs.

A retenir

  • 📦 La distribution est essentielle pour le marketing.
  • 🛒 Les canaux de distribution incluent vente directe, détaillants et grossistes.
  • 💻 La technologie a transformé la distribution avec le commerce électronique.
  • 🌍 Le commerce électronique permet d'atteindre des clients mondiaux.
  • 📱 Les applications facilitent les achats en ligne.
  • 💰 La vente directe permet aux producteurs de maximiser leurs profits.
  • 🏬 Les détaillants ajoutent de la valeur avec des services supplémentaires.
  • 📉 Les petites entreprises peuvent avoir des difficultés à se faire stocker.
  • 🔄 Les entreprises doivent s'adapter aux tendances sociales.
  • 📊 B2C et B2B sont des modèles de vente importants.

Chronologie

  • 00:00:00 - 00:05:00

    La distribution est une activité marketing essentielle qui désigne l'emplacement où les consommateurs peuvent acheter des produits. Si les produits ne sont pas disponibles dans des lieux pratiques, les consommateurs peuvent ne pas avoir le temps de les chercher et donc ne pas les acheter. La distribution comprend l'accès des clients aux produits et le transport de ceux-ci des producteurs aux clients, via différents canaux de distribution. Les canaux de distribution peuvent être directs, où les producteurs vendent directement aux consommateurs, ou indirects, impliquant des détaillants ou des grossistes. La méthode de distribution a évolué avec la technologie, notamment avec la distribution numérique, permettant aux producteurs de vendre directement aux consommateurs, ce qui peut réduire les coûts et augmenter les bénéfices.

  • 00:05:00 - 00:10:49

    Les détaillants achètent des produits pour les vendre directement aux consommateurs, ce qui augmente la disponibilité des produits. Cependant, les petites entreprises peuvent avoir du mal à se faire stocker dans ces points de vente. Les grossistes achètent en gros et revendent aux détaillants, ce qui permet une distribution rapide et à moindre coût. Les producteurs peuvent également choisir de contrôler leur propre distribution, comme le font des marques comme Apple et Chanel. Les tendances sociales influencent également la distribution, avec l'essor du commerce électronique, qui permet aux entreprises de vendre en ligne, que ce soit directement aux consommateurs ou entre entreprises. Les applications mobiles pour les achats en ligne gagnent en popularité, offrant des incitations aux consommateurs pour les utiliser.

Carte mentale

Vidéo Q&R

  • Qu'est-ce que la distribution dans le marketing ?

    La distribution fait référence à l'emplacement où les consommateurs peuvent acheter des produits et comment ces produits sont transportés des producteurs aux clients.

  • Quels sont les canaux de distribution ?

    Les canaux de distribution incluent la vente directe aux consommateurs, la vente aux détaillants, et la vente aux grossistes.

  • Quels sont les avantages de la vente directe aux consommateurs ?

    Cela permet aux producteurs de garder 100% du prix de vente et de réduire les coûts de distribution.

  • Comment la technologie a-t-elle changé la distribution ?

    La technologie a permis le développement du commerce électronique, facilitant la vente de produits en ligne.

  • Qu'est-ce que le commerce électronique ?

    Le commerce électronique est l'achat et la vente de produits et services sur Internet.

  • Quels sont les défis pour les petites entreprises en matière de distribution ?

    Les petites entreprises peuvent avoir du mal à se faire stocker dans des points de vente de détail.

  • Comment les tendances sociales influencent-elles la distribution ?

    Les entreprises doivent s'adapter aux changements dans les habitudes d'achat des consommateurs, comme le passage à l'achat en ligne.

  • Qu'est-ce que le B2C et le B2B ?

    B2C signifie business to consumer, tandis que B2B signifie business to business, impliquant des transactions entre entreprises.

  • Quels sont les avantages de la vente en ligne ?

    Les entreprises peuvent atteindre des clients à l'échelle mondiale et concurrencer sans avoir besoin d'un espace de vente au détail.

  • Comment les applications influencent-elles les achats ?

    Les applications permettent aux consommateurs de passer des commandes directement et souvent avec des incitations comme des réductions.

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    distribution is an important marketing
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    activity and refers to the location
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    where consumers can buy products within
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    the mark mix distribution is known as
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    place if products are not available in
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    convenient locations then consumers may
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    not have the time to search for them and
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    therefore will not purchase
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    them distribution includes how customers
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    can access products and how products are
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    transported
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    from producers to
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    customers the different ways of moving
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    products from producers to customers are
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    called channels of
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    distribution a distribution channel is
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    the route taken by a product from the
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    producer to the customer there are a
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    number of distribution channels that
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    businesses can choose
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    from the method of distribution used by
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    businesses has changed significantly
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    over the years especially with the
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    growth of Technology that's enabled
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    digital
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    distribution a distribution Channel
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    represents a chain of businesses or
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    intermediaries through which the final
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    buyer purchases a good old
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    service there are three distribution
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    channels here the first one is the
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    producers selling directly to the
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    consumers that's a direct method second
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    one The Producers selling to the
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    retailers and then the retailers selling
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    to the consumers that's the modern
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    method and finally the traditional
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    method is where the producers would sell
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    to the wholesalers and the wholesalers
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    sell to the retailers and the retailers
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    then sell to the
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    consumers now it should be noted that
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    more than one distribution channel can
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    be chosen and many producers do
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    this selling directly to Consumers here
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    are some examples of how producers may
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    do this could be via shopping parties
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    online
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    telephone Sales Direct Mail door-to-door
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    selling selling directly to Consumers
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    means that the producer keeps 100% of
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    the selling price we may often find that
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    they will therefore charge lower prices
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    selling directly to Consumers is
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    beneficial as it means that the
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    producers higher profits can Finance
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    more spending on Advertising product
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    development or even website
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    development when a producer is selling
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    directly to a consumer it often means
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    that promotions are sent through the
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    post directly to customers or via email
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    inviting them to purchase the products
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    or
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    services this method can be quite time
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    consuming especially if customers are
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    only buying small quantities producers
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    would also have to arrange delivery of
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    the goods which can be complex at times
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    and expensive
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    retailers are businesses that buy
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    products and sell them directly to the
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    consumer when a producer sells directly
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    to the retailer it means that the
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    products will now be in more places
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    places that are convenient to Consumers
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    which means more potential customers may
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    come across a
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    product retailers can add value they
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    might include additional services such
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    as Breakdown Cover gift wrapping
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    services and warranties
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    a disadvantage of this type of
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    distribution channel is that small
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    businesses may find it challenging to be
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    able to have their products stocked in
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    these retail
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    outlets selling directly to
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    wholesalers when producers sell directly
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    to
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    wholesalers this can help distribute
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    their goods a wholesaler is the type of
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    business that purchases Goods in bulk
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    from a producer and then sells them to
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    retailers producers can sell directly to
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    a wholesaler then consumers or retailers
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    can buy the products from the
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    wholesalers this distribution channel is
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    good if they make lots of a particular
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    product as they're able to sell it in
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    bulk if a producer sells directly to a
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    wholesaler it means they do not
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    necessarily have to communicate a lot
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    with the consumer as a wholesaler will
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    already have customers so products can
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    reach lots of Po potential customers in
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    a short space of
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    time it can also lower distribution
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    costs as the producer does not have to
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    distribute products to many different
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    locations this also means if retailers
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    buy from wholesalers then the products
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    may end up being sold in many different
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    locations the disadvantages are that if
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    consumers just purchase from the
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    wholesaler then it means that they may
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    get less customer service in comparison
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    to other
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    channels another disadvantage is that
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    the wholesaler will also require to be
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    paid as the producer is not selling
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    directly to the
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    consumer it should be noted that some
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    producers are their own retailers the
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    lights of Apple Samsung Chanel control
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    their own distribution display and sales
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    by running their own shops this is a key
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    example of a multi-channel
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    distribution just a reminder to like
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    share and subscribe as I do Post
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    regularly these are some of the elements
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    that are involved when a producer
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    chooses the appropriate distribution
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    Channel
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    control some producers want to have full
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    control over the distribution channel
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    for example producers of exclusive
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    products may not want them to be sold in
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    Outlets that they may think might not
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    align with their brand
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    image the nature of the product there
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    are different types of products and
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    these different types of products may
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    require different distribution
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    channels the market producers that sell
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    Goods to mass markets are more likely to
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    use
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    intermediaries
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    cost businesses will typically choose
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    the most effective distribution Channel
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    they may also prefer to have direct
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    channels selling directly to
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    Consumers many producers have websites
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    so they can sell directly to consumers
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    in order to keep costs
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    low there have been changes in
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    distribution to reflect social trends
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    the way that goods and services are sold
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    is very much subject to change many of
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    these changes reflect social trends
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    businesses need to be aware of this and
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    make changes to Distributing products
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    and services were required here are some
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    examples in terms of the changes in
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    distribution the building of American
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    style shopping malls in the UK the
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    growth of Charity shops shopping
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    becoming more of a Leisure
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    activity let's continue to look at this
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    further the most important new trend is
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    the development of online distribution
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    also called e-commerce which is the
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    buying and selling of products and
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    services over the internet there are two
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    types of online
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    distribution business to Consumers B Toc
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    and business to
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    business B Toc business to Consumers
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    this is a selling of products and
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    services directly to Consumers now we
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    can't talk about online distribution
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    without mentioning
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    eiling eiling involves activities
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    related to selling goods and services
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    over the Internet eilers do not have any
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    any physical stores that customers can
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    walk into examples are Amazon and
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    Alibaba most detailing involves ordering
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    of products and services online and
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    taking delivery of it at home or work in
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    addition to this click and collect
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    services are becoming very much a trend
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    with customers collecting their products
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    in store or at a convenient Hub there
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    are benefits to
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    eiling businesses can access customers
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    around the world
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    detailing enables businesses to compete
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    with larger businesses without requiring
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    a retail
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    space in regards to BTC most big
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    retailers now have online
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    services some small businesses May lack
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    the ability or Finance to build and
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    maintain a website or at times have a
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    website but would like to be given more
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    exposure and use more established
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    platforms such as Amazon Etsy eBay to
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    sell directly to the
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    consumer the use of apps to purchase
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    products and services has been on the
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    increase this is where consumers will
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    download an app make orders and purchase
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    directly from there some retailers will
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    offer incentives such as discounts if
  • 00:09:14
    consumers download the app to make the
  • 00:09:17
    purchase business to business this
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    involves businesses selling to other
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    businesses online for example it
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    involves transactions between a producer
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    and a wholesaler or a wholesaler and a
  • 00:09:30
    retailer through an online sales
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    portal this is a small Market businesses
  • 00:09:38
    can use specialist software to purchase
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    resources the software would help find
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    the cheapest supplier for the business
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    to
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    consider changing from product to
  • 00:09:51
    service in many Western economies the
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    tery sector has
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    grown as a result businesses have had to
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    focus on the distribution of
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    services most services are sold directly
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    to the consumer so businesses have had
  • 00:10:05
    to carefully consider how they are
  • 00:10:07
    directly selling these to
  • 00:10:10
    Consumers businesses have had to adapt
  • 00:10:12
    to the change of technology and consumer
  • 00:10:15
    buying
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    habits take a look at some
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    examples firstly the change from people
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    purchasing the hard copy newspaper to
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    now businesses allowing them to purchase
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    new papers
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    digitally moving very much away from the
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    physical game with the PlayStation for
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    example
  • 00:10:40
    [Music]
Tags
  • distribution
  • marketing
  • canaux de distribution
  • vente directe
  • commerce électronique
  • B2C
  • B2B
  • tendances sociales
  • technologie
  • petites entreprises