Discuss how many channel members you will use (intensive distribution, exclusive distribution, or selective distribution), and explain why.

 Assignment Description

To correctly identify opportunities and threats to their product, marketing managers need to understand the marketing environment in which their products operate.

Choose a product or service and determine how to make it available to the end user. Using your textbook and the articles from the databases in the AIU library, develop a distribution system for the product or service that you have chosen.

Click here for the research requirements and guide for this assignment.

Week 3 Research

  • Give an overview of the following distribution channels:
    • Channel levels: Direct versus indirect distribution
    • Channel organizations: Conventional, vertical, horizontal, and multichannel marketing systems
  • Analyze your target market’s needs, and explain what you know about your target market and what it wants from a channel of distribution.
  • Determine which of the following channel members you will use, and explain why:
    • Indirect: Retailer, wholesaler, dealer, manufacturer’s rep, and so forth
    • Direct: Catalog, telephone, sales force, and so forth
  • Discuss how many channel members you will use (intensive distribution, exclusive distribution, or selective distribution), and explain why.
  • Recommend a channel organization (conventional, vertical, horizontal, or multichannel marketing system), and explain why
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