Number of Marketing Intermediaries

Companies have to also determine the number of channel members to utilize at each level. Three strategies are available: exclusive distribution, intensive distribution, and selective distribution. process  of  convenience  products  and  general  raw  materials  usually  seek  intensive distribution-a scheme in which they stock their products in as various outlets as possible. These goods has to be available where and while consumers want them. For instance candy, toothpaste and other similar type of items are sold in millions of outlets to give maximum brand exposure & consumer convenience. In contrast, some of the  producers purposely restrict the number of intermediaries managing their products. The great form of this practice is exclusive distribution, in which the process gives just a limited number of dealers the exclusive right to distribute its products in their territories. Exclusive distribution is frequently found in the distribution of fresh automobiles and prestige women's clothing. Exclusive distribution also increases the car's image and permit for higher mark-ups.

Among intensive and exclusive distribution lies selective distribution-the utilization of more than one, but lesser than all, of the intermediaries who are eager to carry a company's products. Mostly furniture, television and small-appliance brands are distributed in this manner. They may develop well working relationships along selected channel members and hope a better-than-average selling effort. Selective distribution provides producers good market coverage along more control and less expense than does intensive distribution.