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Intensive, selective and exclusive distribution are three important distribution strategies used by marketers to make products available to consumers. The choice among these strategies determines the extent of market coverage, the number and type of intermediaries involved, the level of control exercised by the producer, and the overall positioning of the product. In marketing, distribution is not merely a physical movement of goods from producer to consumer; it is a strategic decision that influences sales, customer convenience, brand image and profitability. Intensive distribution refers to a strategy in which a producer attempts to place its products in as many suitable outlets as possible. The basic objective is to achieve maximum market coverage so that consumers can find the product conveniently whenever and wherever they need it. It is generally used for products that are purchased frequently, consumed quickly and require little comparison before purchase. Examples include soft drinks, packaged foods, confectionery, newspapers, cigarettes, toiletries and other convenience goods. For such products, consumers usually prefer easy availability rather than travelling to a particular shop. Under intensive distribution, manufacturers may use wholesalers, distributors, retailers, supermarkets, convenience stores, online platforms and other intermediaries. The producer seeks to increase the number of points of sale and reduce the possibility that consumers will switch to competing brands because the preferred product is unavailable. For example, a soft-drink manufacturer may attempt to make its product available in supermarkets, restaurants, roadside shops, vending machines, cinemas and online grocery platforms. The major advantage of intensive distribution is extensive market penetration. Greater availability can generate higher sales volume and improve brand visibility. It is particularly effective when demand is widespread and consumers expect immediate availability. Intensive distribution can also strengthen a product's competitive position because a rival product may find it difficult to capture customers when the preferred brand is readily accessible. However, intensive distribution has certain limitations. Managing a large number of intermediaries can increase distribution and administrative costs. The producer may ______ ________ ________ ____ _______ _____ ___ _____ _______.
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