Some manufacturers and retailers advertise that customers should buy from them because they eliminate the middleman. Evaluate

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Some manufacturers and retailers advertise that customers should buy from them because they “eliminate the middleman.” Evaluate this comment in light of the functions that must be performed in a marketing channel. Does a channel with fewer members always deliver products to customers at lower prices? Defend your position.
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Marketing Strategy

ISBN: 978-1285073040

6th edition

Authors: O. C. Ferrell, Michael Hartline

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