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All right so as marketers, we use our product to meet customer needs and to create value, but having the product designed and specified to meet those needs is not enough we have to make the product available. So how should we distribute our product to make it available to the consumer? One way we could go with this is whats called exclusive distribution exclusive distribution is a level of product availability that limits the choice of outlets that customers can use to find our product or buy our product and one of the reasons we do this is to preserve our product or brand image. So this has a trade-off built in, one is it requires consumers to make an effort to buy our product they cant just go anywhere and find it. What this does though in the process is it limits the competition among our intermediaries or our wholesalers and retailers this is a really good thing if we want to make sure our price stays high or at the level that we set it. If theres too much competition between th