January 2017
Beginner
580 pages
160h 2m
English
We now look at several channel design decisions manufacturers face. In designing marketing channels, manufacturers struggle between what is ideal and what is practical. A new firm with limited capital usually starts by selling in a limited market area. In this case, deciding on the best channels might not be a problem: The problem might simply be how to convince one or a few good intermediaries to handle the line.
If successful, the new firm can branch out to new markets through existing intermediaries. In smaller markets, the firm might ...