Dow Corning has been a market leader in silicon technology applications for over 50 years. Its products
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Question:
1. Dow developed a different marketing mix and an e-marketing channel for the more price sensitive segment. Which operational component of the channel performance did Dow improve? Why?
2. Dow also distributes its products directly to customers in the innovation/technology segment but finds that use of wholesale distributors and dealers more efficient in reaching the service quality segment. What type of channel system does this illustrate?
a) direct channel system
b) indirect channel system
c) alternative channel system
d) mixed channel system
e) intermediate channel system
Related Book For
Business Statistics For Contemporary Decision Making
ISBN: 978-1119320890
9th edition
Authors: Ken Black
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