Abstract:
Within the marketing mix,
distribution is a very important part,
considering the four distinctive elements:
distribution intensity, length of distribution
channel, strategy of distribution and
distribution control system. For the
companies that improve the products, which
will be processed industrially, there are
many distribution circuits: traditional
circuits, semi-integrated circuits and
integrated circuits. In Romania, there are
many forms of distribution, which are
generated mostly by the type of economic
agents involved in this process. The
objectives of the distribution strategy were
proportions and directions of the product
flow (offer size, delivery rhythm, target
market segment, distribution forms and
path), but also providing a high quality
distribution (reducing the distribution costs,
increasing the adaptability of distribution
system towards the changes that occur on
the market, increasing the control level of an
agricultural company over the distribution
channel). Promotion is another important
element of the marketing mix. The
promotional operations are made of at least
three actions: consumer’s, distributor’s and
a commercial action organized by the
distributor. The promotional strategy of a
product may be concentrated or focused,
with differences on certain segments of the
market or undifferentiated. According to the
used criteria, other types of promotional
strategies can be used, such as strategy of
exclusive promotion of a product or
service, strategy of promoting the global
image of a company or its extending,
strategy of permanent or intermittent
promotion, offensive or defensive strategy,
promotion strategy by using own means or
specialized agencies. Starting from these
aspects, the goal of the authors was to
emphasise the most significant
characteristics of distribution and promotion
of the agricultural and agro-alimentary
products at “Kosarom” Trade Company of
Paşcani, Iasi County.
