Briefly discuss the channel design paradigm presented in Chapter 6 in terms of its application to the design of international marketing channels.
Answer to relevant QuestionsWhat is contactual efficiency? Can you think of examples of contactual efficiency that do not occur in a marketing channels context? If so, list. Discuss the relationship between channel management and the marketing mix. Explain the classification scheme of the channel participants shown in Figure 2.1. Explain the difference between indirect exporting and direct exporting. Coca-Cola Co. has not done so well in establishing strong marketing channels in India. Its flagship product, Coke, has only about 15 percent of the market compared to Pepsi’s almost 25 percent. Coca-Cola is usually ...
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