Ciao Footwear designs and manufactures a highquality line of fashionable shoes that are popular among young professional women. The line is quite expensive-and it is sold through specialty shops that handle only this type of fashion shoe (including competing brands). Ciao will only work with retailers who agree to stock a large variety of sizes and colors of Ciao shoes. They also must agree to promote the Ciao line very aggressively. In return, Ciao agrees not to distribute its line to other retailers within the specialty shop's immediate trading area. Since continuing promotion seems to be necessary in this highly competitive market, advertisements for Ciao shoes appear regularly in fashion magazines targeted at professional women and on select cable TV broadcasts, including broadcasts of women's tennis tournaments.

1. Indicate the product class involved in the above-mentioned plan. (1 point)
2. Indicate the degree of market exposure (intensive, selective, or exclusive) that you think would be ideal for Ciao while they are setting their marketing plan. Justify your answer. (2 points)
3. Give two advantages of direct distribution. Would it be possible for Ciao Footwear to apply direct distribution? Justify your answer. (2 points)