Watch this week’s video: Selecting Distribution Channels (Links to an external site.)
Using a product that you regularly purchase as the example (any good or service that is not the same as your Course Project or the examples used for your Weeks 1 or 3 Video Analyses), write a one-page summary that answers the following four questions
What is the company’s market penetration strategy (intensive, selective, etc.), and how do the channels being used reflect that strategy?
Do the channels being used reflect a push or pull distribution strategy?
Which of the channels being used do you believe are most profitable, given their relative costs? Which of the channels being used do you believe are not as profitable as others but are still necessary to maintain market coverage?
How much control does the company need over its channels (0-level, 1-level, 2-level, 3-level, multichannel, etc.)? How is this need for control reflected in the channels being used?
