Mass coverage is also known as intensive distribution. As the name suggests in this level of distribution coverage the product is distributed to nearly all the locations where that type of product is sold. Mass coverage is suitable for low priced products with huge consumer demand. An example of such a product is Coca Cola. The product is available at all kind of stores, grocery stores, convenience stores, vending machines, hotels and more. The distribution cost for such products is very high however huge sales volume keeps the profits running high for the marketer.

In selective coverage the product distribution is limited to certain selected locations. This is the case with products with a smaller market size. As the market size is small the number of locations needed to support the distribution of the product is also smaller.

Exclusive coverage is ideal for products that target relatively smaller markets, for instance high-end products have small customer size. These products are more than often purchased by customers who satisfy most of their needs with high quality, expensive products. Efficient and well-trained customer service is essential for satisfying and helping such customers. Due to these characteristics of the product as well as its buyers the marketer sells his products at select stores or exclusive group of resellers. Another kind of product which gets exclusive coverage is the one found only in company owned outlets. These may not be high-end products or very expensive but since they are found only in select outlets they are distributed exclusively.

Backend or product power usually lies in the hand of manufacturers whose products enjoy high consumer demand. The rest of the channel members have to carry forward the product in the chain or else they are at the risk of losing their customers.

Here the power lies in the hands of the wholesaler who is in the commanding position in the distribution chain. Often a wholesaler distributes products among several smaller retailers and he himself obtains products from various manufacturers. The small retailers cannot buy products in bulk or variety because of cost constraints therefore is dependent on the wholesaler who can exert channel power in this situation.

Front or retail power as the name suggests stays in the hands of the retailers. This state is reached when the retailer generates a high percentage of sales and therefore the rest of the channel members are dependent on them.