DISTRIBUTION/DISTRIBUTION MANAGER

Physical distribution is one of the largest arenas of marketing
and has been defined as the analysis, planning, and
control of activities concerned with the procurement and
distribution of goods. Activities involved with the physical
distribution process include transporting, warehousing,
forecasting, processing orders, inventorying,
production planning, selecting sites, and servicing customers.
Individuals employed in this marketing area are
concerned with the processes or methods needed to
deliver the product from the manufacturer to the wholesalers
to the retailers to, ultimately, the consumer.
The physical distribution process is an extensive and
diverse area that involves the physical transportation of
products and the various activities associated with purchasing,
selling, and channel-management functions.
Individuals who enter physical distribution marketing
need interpersonal leadership ability in order to deal with
diverse and challenging internal and external publics, as
well as excellent analytical and communication skills.
PUBLIC RELATIONS
Public relations marketers either assist in the management
of the images of products or individuals, or anticipate and
handle public problems or complaints. Thus individuals
employed in the public relations aspect of marketing create
an image or message for or about an individual or organization,
as well as maintaining that image with the media. This
image or message needs to be communicated effectively,
efficiently, and persuasively to the intended audience. To be
successful in public relations, an individual needs to be people-
oriented and to have excellent oral and written communication
skills, as well as a background in journalism.
RETAIL MARKETING
Individuals in retail occupations deal directly with consumers
or customers. Retail marketing also involves the
management of sales personnel, selection and ordering of
merchandise, and promotion of selected merchandise, as
well as inventory control, store security, and product
accounting. Typical jobs are as buyers, sales managers,
department managers, and store managers. To be successful
in retail marketing, individuals must be self-motivated
and possess excellent people skills.
A rapidly growing component in retail marketing is
direct-response marketing (DRM). DRM attempts to
deliver the product from the manufacturer to the consumer
by the use of direct mail, print and broadcast
media, telephone marketing, catalogs, in-home presentations,
door-to-door marketing, electronic ordering and
funds transfer, and videotex. Attributes needed for success
in the area of DRM include creativity, initiative, perseverance,
and quantitative competence. In essence, retail marketers
use their professional knowledge and competence
to improve company profits by informing various publics
of appropriate assortments of goods and service in locations
that are easily accessible.
SALES AND SALES PROMOTION
MARKETING
Sales and sales promotion marketers (SSPMs) need a thorough
understanding of their company’s products. SSPMs
must not only sell a product, but also develop and maintain
effective relationships with customers. The main goal of
SSPMs is to inform customers about and provide them
with appropriate products in an expeditious manner. Such
individuals focus on providing information to potential
clients/customers by interacting with them directly and personally.
Beyond this, they close sales and maintain existing accounts to ensure client/customer satisfaction and