Physical distribution is often view

Physical distribution is often viewed as a necessary support system for the organisation's marketing programme. However, there is an alternative, and more creative perspective which can be taken and that is to see an efficient physical distribution system as a potent marketing tool in its own right, and one which is capable of creating a competitive advantage for the organisation. An organisation which is able, for instance, to supply a wide variety of products speedily at specified times helps reduce the inventory holding costs of the intermediaries being served. Thus the level of interest in the way physical distribution is managed is explained by its potential as a powerful marketing instrument, the opportunity to realise significant savings in marketing costs and by the importance of physical distribution to customer service levels.