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.

  • CreatedJuly 14, 2015
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