Question

Umami currently sells its premium snacks in four retail chains -- two grocery chains, one health-food chain, and one convenience store chain -- out of the thousands of grocery, health-food, and convenience store chains in the U.S. The owners have asked you which marketing intermediary strategy you recommend for their product lines, including their new line of seaweed chips, to grow their business. As you make a recommendation, keep in mind Umami's product positioning, cost to enter new distribution agreements, complexity of channel management, and product lines.

Answer 1

Answer:

Selective.

Explanation:

This was the best choice. Umami snacks are a convenience snack product, but are unique with their healthy positioning and premium pricing. To simplify channel management, Umami can focus its efforts on intermediaries that share a common focus.