In this chapter we discussed a number of conditions that may foster the need for channel design decisions. Name some others.
Answer to relevant QuestionsWhat is a distribution objective? What does it mean when we say that distribution objectives should be coordinated with other objectives and strategies of the firm? Throughout our discussion of the many variables affecting channel choice, we cited a number of heuristics about how these variables are likely to influence channel structure. What useful purpose does this serve? What dangers ...Giant pharmaceutical manufacturers such as Merck & Company and Pfizer have traditionally relied heavily on the doctor-to-patient channel to promote their products. In essence, this channel structure focuses attention on ...What are some of the specific incentives that the manufacturer can use to secure channel members? In this chapter, a four-dimensional framework was used for analyzing markets in relation to channel design strategy. Define each of these dimensions.
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