Channel Management (Fach) / 04 - Channel Structure (Lektion)

Vorderseite What level of distribution intensity in case of convenience goods?
  • customer will not leave the outlet if his favorit brand is sould out, he will choose an alternative brand
  • small stores only stocks the top one or two brands
  • if brand coverage steps over a threshold level, coverage boosts in small stores
  • the higher the "brank market share" the higher the likelihood, that other small outlets will adopt the brand

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