Distribution decisions for public services
Charles W. Lamb, John L. Crompton
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 3
Abstract
A systematic approach formulating public sector distribution decisions is suggested. The approach starts with an audit to identify who is getting how much of a service. When the existing allocation pattern is known, then objectives are set which amend or perpetuate this pattern in accordance with the agency's preferred distribution model. A distribution strategy plan is developed which establishes what will be done to implement the objectives. The plan consists of the following four main sets of decisions: (1) the channel of distribution; (2) intensity of distribution; (3) selection of site locations; and (4) schedule of service delivery.
Keywords
Public Service, Target Market, Operational Component, Service Distribution, Selective Distribution
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