Distribution and selling

All the operations of an organisation will grind to a halt unless there are ways of taking the product or service to the customer and making a sale. Care taken with the development of the product, its pricing and its promotion will all be wasted unless the product is brought within reach of the customer and a sale is made. The two operations of distributing the product and selling it are closely linked, and activities in the two areas need careful matching for effective results. The roles and functions of the two activities form the subject of this chapter.