Susan Jensen, a marketing manager for a major consumer package goods manufacturer, is very upset with the sales results of the new oat bran cookies her company introduced three months ago. She believes that an important factor in the lackluster sales results is that too many super markets across the country were not featuring the product in giant end-of-aisle displays recommended by the manufacturer to evoke consumer impact and awareness. “I feel like hitting those store managers over the head for not featuring this product—if only I had more control over these guys,” remarked a frustrated and angry Susan Jensen. Discuss the situation in the context of the definition of the marketing channel presented in the text.
Answer to relevant QuestionsExplain the classification scheme of the channel participants shown in Figure 2.1. Why do you suppose the average costs of performing many distribution tasks are lower for intermediaries and facilitating agencies than for producers and manufacturers? Wrigley is the world’s leading manufacturer of chewing gum, producing literally millions of packages of gum every day. It is a large, financially strong company whose manufacturing technology for producing gum is ...Discuss the basic provisions of the (1) Sherman Antitrust Act; (2) Clayton Act; (3) Federal Trade Commission Act; (4) Robinson-Patman Act and (5) Celler-Kefauver Act. Discuss several major sociocultural forces that have emerged in recent years and how they have already affected marketing channel strategy and management and how they might do so in the future.
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