In extensive coverage, companies focus on seeking distribution via several retailers in order to ensure thorough coverage of the physical geography (Lamb, Hair & McDaniel, 2011). Examples of intensive coverage are cigarette brands such as Marlboro, and brewing organizations such as Budweiser, and soda companies such as Pepsi and Coke. Extensive coverage represents that consumers have many choices when they are finding consumer products.
In selective coverage, majority of manufacturers select the retailers for avoiding market saturation as well as for ensuring proper management of marketing mix at point of sale (Solomon, Hughes, Chitty, Marshall & Stuart, 2013). Examples of selective distribution are clothing of high end such as the products of brand Dolce and Gabana are available at Neiman Marcus, but they are not available at JC Penneys. It helps in saving expenses, controlling marketing, and improving marketing efficiency. In selective coverage, the products and services that consumers do not purchase on frequent basis are included.
In exclusive coverage, manufacturers emphasize on seeking distribution association with just one retailer for maintaining effectual control of marketing mix (Solomon, Hughes, Chitty, Marshall & Stuart, 2013). Exclusive coverage helps in ensuring more control in the market, and helps the company in introducing the products with a strong and prestigious image. Examples of extensive coverage are luxury vehicles such as vehicles of Rolls Royce. The vehicles of company are exclusively distributed. Manufacturers, however, may select exclusive coverage if the consumers are willing to find a solution for their need, and also if the number of customer who are finding a service or product is small at a given period of time. In exclusive coverage, there are few intermediaries. Further, when a single outlet is provided an exclusive franchise, for selling the product or service in the geographical area, the situation is known as exclusive coverage.
References
Lamb, C.W., Hair, J.F., & McDaniel, C. (2011). Essentials of Marketing. Nelson Education Limited, Canada
Solomon, M., Hughes, A., Chitty, B., Marshall, G., & Stuart, E. (2013). Marketing: Real People, Real Choices. Pearson Education, Australia
