Selective Distribution

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What is Selective Distribution?

Selective Distribution is a form of market coverage in which a product is distributed through a limited number of wholesalers or retailers in a given market area.

Takes place when suppliers sell through a moderate number of wholesalers or retailers. This allows suppliers to have higher sales than in exclusive distribution and lets retailers carry some competing brands. It is also used where retail facilities, resources or image may have an impact on consumer impressions (for example exclusive perfumes are being sold in high-class specialty stores). Furthermore, certain products may require special facilities, such as a trained service organization.

Distribution ("Placement") is one of the 4 Ps of the Marketing Mix.

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Compare with: Exclusive Distribution  |  Marketing Mix

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