Many products, such as candy, soft drinks, and gum are sold via intensive distribution. However, this strategy has a major drawback. What is it?
a.
It maximizes profit margin rather than sales volume.
b.
It encourages customers to shop around for the lowest price.
c.
It promotes a very high degree of brand switching.
d.
The manufacturer must give up a good degree of control over pricing and product display.
e.
It gives customers fewer opportunities to find the product.
Answer: d.
The manufacturer must give up a good degree of control over pricing and product display.