Scenario 15.1
Use the following to answer the questions.
Liz Claiborne,Inc.markets several different brands,under their own Claiborne name label,as well as others.Their primary brands,such as Liz Claiborne,Liz & Co,and DKNY,are sold to wholesalers.These brands are then available through retail department stores such as Kohl's and Macy's.Their wholesale-based brands division is positioned as customer-focused and cost-efficient.Their premium brands division includes labels such as Kate Spade,Juicy Couture,and Mexx.These premium brands are sold through stores that the Claiborne company owns.
-Refer to Scenario 15.1.If Liz Claiborne were to distribute their Kate Spade brand through its company-owned stores and through wholesalers,to major department stores,then Liz Claiborne would be using ____ distribution.

Question

Quizplus · Accepted Answer

Dual distribution refers to the practice of using both company-owned stores and wholesalers/retailers to sell products, which is exactly what Liz Claiborne would be doing if they distributed their Kate Spade brand through both channels. Intensive distribution refers to selling a product through as many channels as possible, while exclusive distribution means limiting the product to a single retailer or distribution channel. Vertical and horizontal distribution do not apply in this context.

Scenario 15.1 Use the Following to Answer the Questions