Chapter 6 Distributing Creativity

What is a distribution channel?

• A strategy for pricing products

• A method of advertising and promoting products

• A location where consumers can buy products

• A pathway from manufacturer to consumer

What was Joseph Papp's solution to the distribution problem in the arts?

• Partnering with distributors

• Taking productions to the people

• Creating a market in the town square

• Selling products through multi-level marketing

Why do marketing managers in the arts face challenges in channel design?

• The arts are typically provided to consumers in a collective fashion

• The arts require a direct-to-consumer model

• The arts have limited options for distribution channels

• The arts have a different target market than other industries

What is one of the key considerations in channel design?

• Identifying the target market niche

• Determining the best pricing strategy

• Choosing the most efficient distribution partners

• Maximizing the number of intermediaries

What is the purpose of a push strategy in distribution?

• To educate consumers about the value of the offering

• To establish a high demand for the product

• To limit distribution to exclusive locations

• To maximize the number of intermediaries

What is an example of a convenience good that is distributed through intensive distribution?

• Shopping goods

• Specialty goods

• Toothpaste

• Luxury goods

What is an example of a luxury good that is distributed through exclusive distribution?

• BMW vehicles

• Computer

• Toothpaste

• Department store clothing

What is an example of a shopping good that is distributed through selective distribution?

• Computer

• Toothpaste

• Specialty goods

• Luxury goods

What is the primary trading area for a local business?

• The area where the final small fraction of their business comes from

• The area where the business is physically located

• The area where 20-40% of their business comes from

• The area where 50-80% of their business comes from

What is the purpose of a pull strategy in distribution?

• To limit distribution to exclusive locations

• To develop a high demand for a brief period of time

• To respond to the market and fulfill consumer orders

• To maximize the number of intermediaries