Question: Wrigley is the world s leading manufacturer of chewing gum producing
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 state-of-the-art. It sells its products to millions of gum-chewing consumers all over the United States and many other countries around the world. Still, Wrigley has never attempted to sell its chewing gum directly to consumers, but instead uses a wide variety of intermediaries at the wholesale and retail levels. Why do you suppose Wrigley has chosen to use intermediaries rather than sell direct to consumers? Explain the underlying economics of the company’s policy.
Relevant QuestionsThe Census of Wholesale Trade and the Census of Retail Trade are published every five years by the Department of Commerce. The most recent census was taken in 2002 and the one before that was in 1997. However, the actual ...How does the impact of the environment on channel strategy differ from other major strategy areas of the marketing mix? Discuss the fundamental channel management issues associated with recessionary, inflationary and deflationary periods in the economy. Almost 80 percent of chief financial officers at the 100 largest retailers say that too much in ventory is the greatest risk factor to the viability of their businesses during recessionary periods. High inventories lead to ...How would a channel manager know which power bases are available?
Post your question