Why is the success of a manufacturer’s overall promotional strategy dependent to a significant extent on channel member cooperation?
Answer to relevant QuestionsRegardless of the specific promotional strategies that the manufacturer uses, a higher level of channel member cooperation is more likely to be gained if these strategies are part of an overall program of channel member ...Discuss the rationale for using trade shows as a basis for obtaining promotional support from channel members. Why might it be necessary to sell the channel members on a proposed logistics program? What kinds of appeals might be used? What is the key issue involved in measuring the output of the logistics system? How does this relate to logistics service standards and gaining a competitive advantage? Cross docking, or flow-through distribution, which eliminates storage in the warehouse and the subsequent need to pick stock to fill orders, can dramatically reduce labor and inventory carrying costs. The concept seems ...
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