Mini$-$Project $3$ How Many Channel Members

Purpose: To help in understanding how the number of channel members relates to marketing goals.

Distribution planning not only includes decisions about the number of channel levels but also the number of different channel members at each level, that is$,$ how many wholesalers and retailers are needed to most effectively reach the marketing goals of the organization.

For some products Intensive Distribution, where the product is sold through every possible wholesalers or retailers is best. At the other end of the continuum is Exclusive Distribution in which only one wholesaler or retailer in a geographic market carries the product. Exclusive distribution may be selected for products with smaller markets or because of heavy service requirements or high price tags. Selective Distribution may be best where demand is too great for exclusive distribution but other factors prevent intensive distribution from being a good option.

Listed below are a number of product categories. For each product category, identify one or more Brands$/$Brand Names, which you think would best be suited to intensive, exclusive and selective distribution. Where appropriate, give an example of a retailer or location that you would find the product.

Hint: If you need help, call or visit a retailer who sells the product and ask them to tell you about different brands of products they handle and how they are typically distributed.

Note $$ the last question $$What value did you derive from this assignment?$$ if not answered minus $10$ points will be deducted from this assignment. Also make sure you add the Product, Business or Service you are working on for this assignment.

Product Intensive Distribution Selective Distribution Exclusive Distribution

EXAMPLE

Writing Pens Bic, Faber$-$ found in most stores and discount retailers such as Office Max Cross Pen sets$-$found in up$-$scale stores and gift shops $($Things Remembered$)$ Mont Blanc$-$ found only at special stores, jewelers or direct from the company $($as corporate gift sets$)$

Men$$s and Women$$s Wristwatches

Men$$s Shoes

Women$$s makeup and beauty products

Automobiles

Restaurant

Candy

Luggage

Garden Tractors

Cell Phone

Your Product

What did you learn from this mini project?