Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 20

Marketers can select from three major levels of marketing coverage when determining the number and kinds of outlets in which to sell a product: intensive, selective, or exclusive distribution. Characteristics of the product and its target market determine the intensity of coverage a product should receive. Indicate the intensity level best suited for the following products, and explain why it is appropriate.
a. Personal computers
b. Deodorant
c. Canon digital cameras
d. Nike athletic shoes