In order for global marketers to be successful, the
availability and accessibility of products and service to customers is
imperative. Distribution channels make up the “place” in the 4 p’s of the
marketing mix (along with product, price and promotion). How to best deliver
your goods to their intended destination can change drastically across
international markets. Understanding what factors influence global logistics
and choosing the most reliable channel can be one of the most critical
challenges faced by the global marketer. Supply and distribution chain
management decisions pose large organizational and financial risks to any
company.
..................By Mariki Heavenlight
