In$-$Class Activity $101$: Determining market exposure policies

Learning Objective

This activity helps achieve the following learning objectives from Essentials of Marketing:

LO$10\mathrm{.}1$: Understand what product classes suggest about Place objectives.

LO$10\mathrm{.}6$: Understand the differences between intensive, selective, and exclusive distribution.

Assignment

$2.$ James River Paper $($JRP$)$ recently introduced Absorb, a new double$$thick paper towel aimed at families with children. Primarily an industrial products manufacturer, JRP had produced paper towels for a few large grocery chains to sell as their own dealer brand. But Absorb was its first attempt at marketing a consumer product under its own brand. So far, results are not encouraging. Only a few wholesalers have taken on the line. Most are very reluctant to handle Absorb, claiming that retail shelves are already overcrowded with paper towels.

Product class $($convenience$,$ shopping, specialty, unsought$)\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_$

Why this product class $\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_$

Degree of market exposure $($intensive$,$ selective, or exclusive$)\_\_\_\_\_\_\_\_\_\_\_\_\_$

Why this market exposure is ideal $\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_$