The Nature of Exclusivity

Abstract

In marketing literature, discussions of exclusivity often center on certain classes of products (e.g. luxury goods) or distribution practices. However, an examination of the marketplace reveals a much broader use of exclusivity and exclusive promotional techniques (e.g. timed exclusivity, exclusive promotions, exclusive products, etc.) This article seeks to remedy this gap in the literature by examining the use of exclusivity and exclusive promotions in the marketplace, defining exclusivity in a consumer behavior context, and providing a typology of managerial exclusivity strategies. Emphasis is given to the emerging trend of advertised-as-retailer-exclusive-products (AREPs), which have received little recognition in the marketing literature.