ABSTRACT
This chapter discusses the primary strategies for moving a product to its intended market. The ultimate success of one's business strategy depends on moving their product to its intended market. Accordingly, one should take considerable care in selecting distribution strategies and to consider the far-reaching impact of channel decisions. Such decisions involve the long-term commitment to the distribution channel; the amount of geographic coverage needed to maintain a competitive advantage; and the possibility of competitive inroads. Intensive distribution is the direct opposite of exclusivity. Popular among producers of convenience items, this policy aims to make these goods available in as many outlets as possible. Between the extremes of exclusive and intensive distribution falls selective distribution. Selective distribution is far less costly than intensive distribution and affords greater control. Within the distribution channel, the distributor can be one of the key success factors in a strategy.
