Discuss the role of channel design in the quest to gain differential advantage.
Answer to relevant QuestionsIn this chapter we discussed a number of conditions that may foster the need for channel design decisions. Name some others. Discuss the three dimensions of channel structure that should be considered in developing alternative channel structures. Chrysler Group LLC. and Fiat SpA announced that they would partner to bring the subcompact Fiat 500 to be sold in the U.S. sometime in 2011. The Fiat 500 will be positioned as a direct competitor to BMW AG’s Mini Cooper. ...Briefly describe each of the 10 general criteria for selecting channel members that can be used as a starting point for developing more specialized lists of channel member selection criteria. The category of market variables was cited in Chapter 6 and the present chapter as one of fundamental importance to channel design. Explain why this is so.
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