Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 15

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