Explain how channel length and channel width can be strategically used by a retailer to position its offering in the marketplace
Explain how channel length and channel width can be strategically used by a retailer to position its offering in the marketplace
Chapter14: Marketing Channels And Supply Chain Management
Section: Chapter Questions
Problem 15DRQ
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Question
Explain how channel length and channel width can be strategically used by a retailer to position its offering in the marketplace.
Note: please refer to the given information.

Transcribed Image Text:Supply-Chain Length
Direct supply chain: Manufacturer sells its
goods directly to the final consumer
• Desired length is determined by:
• The size of the customer base
Geographical dispersion
Behavior
atterns like purchase frequency
LO 2
Supply-Chain Length
• Average purchase size
• The particular needs of customers
The nature of the product
• Size of the manufacturer, its financial capacity, and
its desire for control

Transcribed Image Text:Supply-Chain Width
• Intensive distribution: All possible retailers
are used in a trade area
Selective distribution: Moderate number of
retailers are used in a trade area
Exclusive distribution: Only one retailer is
used to cover a trading area
LO 2
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