Argument (#05 May 2019)

Selective Distribution

by Iryna KRAVTSOVA

Selective distribution is one of the distribution channels that remains under the careful gaze of competition authorities across the world. This type of strategic distribution is aimed at customers that want a more personalized shopping experience and have special brand preferences when buying a specific product. Selective distribution has economic and marketing advantages as it concentrates on an exact market that leads to better customer satisfaction and better communication and coordination. Thus, by choosing the distributor, the manufacturer can have better control in terms of how a product is handled by the distributor. This has a direct bearing on improving the quality of provided services while selling products, and keeps up a brand image that corresponds to the manufacturer’s marketing brand strategy.

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