The marketing process is a major phase of business management. Corporations have great impact at the consumer level. Effective market penetration is a goal for which all major companies strive. One of the most common marketing schemes is known as dual distribution. This marketing system takes various forms, but for purposes of discussion it will be limited to one type. A manufacturer of a product frequently establishes distributorships owned by private individuals. A good example is an automobile producer. The maker of the car sells the finished product to an independently-owned dealer who resells it to the consumer. A dual distribution system exists when a distributorship, owned and capitalized by the manufacturer is also established. The independent dealership competes with the so-called "company-owned store" for the retail sales of the manufacturer's product.
Thomas C. Black,
Dual Distribution and Attempted Monopolization under Section 2 of the Sherman Act,
Duq. L. Rev.
Available at: https://dsc.duq.edu/dlr/vol11/iss1/14