Channel Management (Fach) / 04 - Channel Structure (Lektion)
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What level of distribution intensity in case of convenience goods?
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- 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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