Problem: It may be easy to understand how distribution channels work just from reading, but you may still not appreciate their broad scope. This exercise will help you see for yourself how complex a single distribution channel is. Then, when you think of the number of products and services available on the market at any one time, you will understand how tremendous the national (and international) distribution network actually is.
Activities: 1. Create a list of approximately 20 products that you often purchase for personal use and/or that are present in your home.
2. For each of the products you listed, speculate whether the product was routed through the marketing channel using
(a) exclusive,
(b) selective, or
(c) intensive distribution.
3. Now, for each product/distribution strategy combination, speculate as to the product, market, or producer factors that lead to this distribution strategy.
4. Finally, identify any potential alternative distribution channel options through which you might have purchased this product. Would the alternative channel choice have changed the way (location, timing, price) you purchased this good? Why or why not?