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Essay Questions
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1
Walt Disney World tries to maximize its exposure to the travel market by selling its vacation packages to consumers through three distribution channels. The first is directly to consumers through its Disney retail stores in large cities. The second is through a travel wholesaler, Holiday House, which sells packages to all travel agents. The third is through Disney sales representatives to convention planners and airlines.

1. Why does Disney use so many different distribution channels for its vacation packages?

2. What type of distribution (intensive, selective, exclusive) is used by Disney? Why?

3. Which channel(s) is a vertical marketing channel?
2
What factors affect the length of a distribution channel







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