Chapter 21.2Marketing Essentails

Right to sell a product granted a single outlet

Protected territories for distribution of a product

Luxury items Integrated distribution – manufacturer is

also distributor

Limited number of outlets in an area sell the product

Maintains product image Easier product control

All suitable outlets are used to sell the product

Objective is market coverage – always can find the product when you want it

• Manufacturer to Consumer– Farmer’s Market, Crafts, Telemarketing, Online

• Manufacturer to Retailer to Consumer– Fashion Apparel, Automobiles, Chain Stores

• Manufacturer to Wholesaler to Retailer to Consumer– Always in Stock – Stationary, Flowers, Canned/Boxed

Food

• Manufacturer to Agent to Retailer to Consumer– Expensive Cookware, Meat, Cosmetics, Fresh

Vegetables, Industrial Products (Lumber, Steel)