LEARNING OBJECTIVES:

• Explain why manufacturers prefer more coverage, especially in fast-moving consumer goods industries, combined with a downstream channel member that limits its assortment in their product category.
• Explain why downstream channel members prefer less coverage, combined with a greater assortment in each manufacturer’s product category.
• Recognize why limited distribution is preferable to brands with a high-end positioning or a narrow target market.
• Describe the special challenges of multiple formats and dual distribution.