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Services Marketing, 2nd Edition by K. Mohana Rao

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15

Distribution

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the challenges in the distribution of services

  • Describe the distribution flows for services

  • Identify the intermediaries for service distribution

  • Describe the strategies for channel management

Vijay Agarwal, the senior marketing manager of Blue DTH services, organized a meet of franchisees to review the marketing performance of the company. The meeting began with exchanging pleasantries but became heated gradually as the franchisees began to describe their problems regarding the distribution of services. The participants from franchisee companies identified some positives and several deficiencies. Vijay noted down all the opinions and identified ...

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