Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Explain how channel length and channel width can be strategically used by a retailer to position its offering in the marketplace.
NOTE:
Information is in the photo attached.
![Supply-Chain Width
• Intensive distribution: All possible retailers
are used in a trade area
Selective distribution: Moderate number of
retailers are used in a trade area
Exclusive distribution: Only one retailer is
used to cover a trading area
LO 2](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F44d8d161-ee02-4c74-910e-7bb2e8233d7e%2F3256568a-65ae-4dd9-b11c-cc8cce2bce88%2Fk9khgu_processed.jpeg&w=3840&q=75)
Transcribed Image Text:Supply-Chain Width
• Intensive distribution: All possible retailers
are used in a trade area
Selective distribution: Moderate number of
retailers are used in a trade area
Exclusive distribution: Only one retailer is
used to cover a trading area
LO 2
![Supply-Chain Length
Direct supply chain: Manufacturer sells its
goods directly to the final consumer
• Desired length is determined by:
• The size of the customer base
Geographical dispersion
Behavior
atterns like purchase frequency
LO 2
Supply-Chain Length
• Average purchase size
• The particular needs of customers
The nature of the product
• Size of the manufacturer, its financial capacity, and
its desire for control](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F44d8d161-ee02-4c74-910e-7bb2e8233d7e%2F3256568a-65ae-4dd9-b11c-cc8cce2bce88%2F4q15qhq_processed.jpeg&w=3840&q=75)
Transcribed Image Text:Supply-Chain Length
Direct supply chain: Manufacturer sells its
goods directly to the final consumer
• Desired length is determined by:
• The size of the customer base
Geographical dispersion
Behavior
atterns like purchase frequency
LO 2
Supply-Chain Length
• Average purchase size
• The particular needs of customers
The nature of the product
• Size of the manufacturer, its financial capacity, and
its desire for control
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