In practice, the channel manager is usually NOT able to choose an optimal channel structure in the strict sense of the term for all of the following reasons EXCEPT: o Precise methods generally do not exist for calculating the payoffs associated with each of the alternative structures. o Maximizing long-term profits can be achieved with a number of alternative channel structures. The time involved would often be prohibitive. The costs involved are very high. o They are often unable to know what all of the alternative structures are