MGTA02H3 Lecture Notes - Maximum Exposure, Sports Equipment, Marketing Mix
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MGTA02H3 Full Course Notes
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Chapter 9 the 4 ps place (lecture only) Distribution intensity: producers can distribute: everywhere they can or a few selected locations, 3 general strategies, intensive distribution, selective distribution. Obtain maximum exposure, saturate all possible outlets. Appropriate when consumers won"t go out of their way to find a product or service, or where there are acceptable substitutes. Product is available through a limited ni=umber of selected stores. Appropriate when consumers are prepared to shop around they have brand loyalty. Ex, medium priced goods with strong branding, but you have to be good enough: exclusive distribution stores. The product is available only through a very limited number of selected. Typical of luxury goods, where exclusivity is an important part of the value package. E-tailing: technology allows us to see a product without leaving our home, technology allows us to browse for products 24 hours a day.
