Selecting and managing a distribution channel involves decisions about types of stores, distribution intensity, and what are referred to as the three C’s of channel selection, coverage cost and control. Just like there are convenience, shopping and specialty goods there are convenience, shopping and specialty stores with a loose correspondence between the types of goods and stores. Obviously, the primary concern in selecting store types is to have your product in the type of stores that your consumers expect to find them in.

Distribution intensity refers to the number of outlets that your consumers can find your product in and can be intensive, selective, or exclusive. Intensive distribution means you have your product in as many stores as possible. Convenience goods typically have intensive distribution. Selective distribution occurs when the business selects only a few dealers in a specific area. Dealers are usually selected based on image consideration. Most shopping goods utilize selective distribution. Exclusive distribution occurs when a business selects only one outlet in a given market to carry their goods. Most specialty goods use exclusive distribution.

Multiple Choice Question If you try to get your product into every store you possibly can get it in, you are following a type of distribution strategy. A.IntensiveIntensive B.SelectiveSelective C.ExclusivesExclusives