MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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V. GENERATION OF ALTERNATIVE MARKETING PLANS

B. 4. B. Outlets

 In the previous section actual channel selection, or the types of outlets are proposed.  This section proposes changes in the number of outlets within channels.   Outlet intensity can be defined as exclusive, selective, or intense.  Exclusive selection is when there are one or a few outlets in each market area.  This tends to be appropriate when they organization is offering highly specialized specialty type goods, and when the customer is willing to seek out the item.   Selective intensity is when there are a larger number of outlets in each market area, but the organization wants to protect the image of the product.  This is typical of most shopping type goods such as clothing.  Intense distribution is where you have your product in as many different types of outlets as possible.  This type of intensity is common with convenience goods such as snacks or soft drinks.

 

 

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