Theory question 104
Distribution(a) Explain "quality" in marketing. (b) Explain the following terms: (i) Intensive distribution; (ii) Selective distribution; (iii) Exclusive distribution. (c) State six causes of customer dissatisfaction in a product.
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(a) Quality is the ability of a product to meet or exceed customers' needs and expectations (its durability, reliability, performance and fitness for use).
(b)(i) Intensive distribution: using as many outlets as possible, e.g. for convenience goods like soft drinks.
(ii) Selective distribution: using a limited number of chosen outlets in an area, e.g. for shopping goods.
(iii) Exclusive distribution: giving one dealer sole right to sell the product in an area, e.g. luxury cars.
(c) Any six: poor quality; product does not perform as advertised; high price; poor packaging; poor after-sales service; scarcity/unavailability; harmful side effects or defects; rude sales staff; short shelf life; misleading advertising.
Give an example for each type of distribution.