While working on the variables affecting the channel structure, you need to think of how these variables

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Question:

While working on the variables affecting the channel structure, you need to think of how these variables influence the length of the channel structure (i.e., long vs. short).

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Variables	Channel Structure
Market variables	Market geography
Market size
Market density
Market behavior
Product variables	Bulk & weight
Perishability
Unit value
Degree of standardization
Technical vs. Nontechnical
Newness
Product prestige
Company variables	Size
Financial capacity
Managerial expertise
Objectives & strategies