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Pick a product for one of the three distribution strategies (intensive, selective, or exclusive). Note your product and the distribution strategy, and then discuss why you feel the distribution strategy is most appropriate for that product based on the factors listed above in the week's readings.
For example, Lexus automobiles are distributed selectively. Customers tend to be upper middle class who want an affordable (as they define it) luxury car that is highly dependable. Because of the service component, dealerships need to be all-inclusive for services needed for a Lexus and be as close to their target market as possible, e.g., upscale neighborhoods. But because Lexus is a car dealership, it can't be directly located in an upscale neighborhood. The car dealer needs to be able to serve a geographic area that is easy to reach and where customers are willing to drive, and the best choice may be locations visible from highways driven by upscale members of the target market as they drive between home, work, and errands. A Lexus dealership wants to be located near competitive offerings to ensure the target market considers Lexus. It also makes it easy to shop the competition and to increase the value of the brand by being associated with like products.
Do the same type of description (BUT SHORTER) for each of the three distribution strategies with a product of your choice.
What type of product is Philip Morris' HeatStick? Use the terminology from the background materials to classify this product, and pay close attention to the "Classification of products" and the "Different types of new products" sections of Chapter 5..
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select a marketing topic of your choice examples include global marketing services pricing. begin your research by
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What's the height of the airplane? What's the horizontal distance that the aircraft engine falls?
Compare Super Bowl ads over the last few years. Discuss what types of strategies were used. Have the strategies changed over time? If so, why do you think they have? If not, why not? Which strategies do you think are the most successful?
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