Channel Design Decisions
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 ...
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