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) fill out the work sheet 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

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.,

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).

fill out the work sheet.

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

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