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Class, one thing about which a marketer must consider is what we call
channel distribution strategies . There are three of them and each has its pros and cons — exclusive, selective, and intensive distribution. What is important when determining your channel distribution strategy? As we look at this, consider your channel distribution strategy for a Tag Heuer wristwatch, the least expensive of which goes for one thousand dollars (a Timex it is not!). Were you the marketing manager for Tag Heuer, which strategy would you suggest be used for Atlanta, Georgia, insofar as being the BEST strategy to employ?
What kind of distribution strategy would YOU suggest be utilized? Why? Demonstrate your application of our author’s insights as you respond, including the benefits and risks once that strategy is put into action. |
