Discuss the problem of standardizing services as it relates to channel design and management.
Answer to relevant QuestionsWhy is it so difficult for the channel manager to develop a truly optimal channel structure? Should customer involvement in providing services be avoided if at all possible in the design and management of the channel to deliver the service? Discuss. Late one Thursday afternoon George Mitchell went to the airline ticket counter of a major carrier that had recently launched an ad campaign challenging customers to “find out how good we really are.” Mitchell needed to ...“Business and social relationships don’t mix very well.” How does this statement hold up outside of the U.S. environment? Discuss. 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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