Assignment 2: Coverage

Using your textbook, the Argosy University online library resources, and the Internet to research market coverage and channel membership, compare the applicability of the following statement to convenience goods and to shopping goods.

“Greater coverage always means greater sales and a brand can never be available in too many places.”

Prepare a report in which you:

  • Explain the reasons why a manufacturer would pursue or not pursue maximum or near maximum coverage for convenience goods.
  • Explain the reasons why a manufacturer would pursue or not pursue maximum or near maximum coverage for shopping goods or experience goods
  • Assume you are the manufacturer of a new type of electronics product that will sell for over $300 at retail.  Describe the coverage strategy you would employ and provide your rationale.

Write your response in a 3-5 page report in MS Word format.

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