Canesta Co.has developed a virtual keyboard out of light to be used with cell phones and personal digit assistants.The product beams an image of a keyboard on a desk,allowing the user to type on the image.The words are picked up by the user's digital device.When introduced to the market,the device will sell for less than $50.What level of distribution intensity should the company use?

Question

Quizplus · Accepted Answer

Since the product is targeted towards cell phone and personal digital assistant users, it is likely that it will have a large potential customer base. Therefore, the best choice of distribution intensity would be selective, in order to reach a wide range of customers through strategic partnerships and agreements with retailers and online marketplaces. This will also allow the company to maintain some level of control over where the product is sold and how it is marketed.