In discussing the means available to secure prospective intermediaries as actual channel members, the chapter suggests that the offer of a “partnership” by the producer or manufacturer could serve as a strong inducement. What does this mean?
Answer to relevant QuestionsWhat is the relationship between intensity of distribution and the amount of emphasis given to selection? What are some of the specific incentives that the manufacturer can use to secure channel members? The subdimension of who participates in buying decisions may be of importance to the channel manager. Under what conditions might this be the case? Identify any changing patterns of how consumers (or industrial buyers) purchase goods with which you are familiar. Trace the effects that these changes may have on the channel structure. What particular facets of the Cisco Systems case indicate effective leadership in motivating the firm’s channel members?
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