Distribution channels and optimizing competitiveness in business environment

Distribution system in marketing processes is a term that has emerged in recent years that captures the essence of integrated consumer care, distribution network, and even goes beyond it. Distributional activities have always been vital to organizations and the success of distribution systems emphasizes the network of interactions that take place among the functions of marketing, supply chain management, logistics, and production within a firm, as well as, the interactions that take place between diferent firms within the product-flow channel. Nowadays, contemporary distribution system embraces all instrumentsand market activities which have can lead to recognitionand creation of potential for market effect. Increasing the efficiency of distribution processes has the potential to decrease the cost of a finished product, increase company success and provide the best level of consumer care. The existence of high-diversity of information in global markets dictates the level of competence of distribution channels in a country or a region. These complex and sophisticated information infrastructures induce interactive processes in distribution activities. The experts in this domain agree that such restructuring is leading to economic growth, better allocation of resources and above all, greater freedom of choice for consumers. Key words: distribution channels, consumer care, marketing channels, competitiveness