Using Table 8.2 on p. 331 as a starting point, develop lists of criteria that a manufacturer
Question:
Using Table 8.2 on p. 331 as a starting point, develop lists of criteria that a manufacturer might use in defining:
(a) ‘good’ retailers; and
(b) ‘good’ wholesalers to recruit for consumer market channels.
Transcribed Image Text:
Table 8.2 Selection criteria for intermediaries Strategic Operational Expansion plans Local market knowledge Resource building Adequate premises/equipment Stockholding policy Management quality/competence Market coverage Partnership willingness Loyalty/cooperation Customer convenience Product knowledge Realistic credit/payment terms Sales force capability Efficient customer service
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Based on Table 82 shown which outlines selection criteria for intermediaries a manufacturer might define good retailers and good wholesalers by developing criteria that align with both strategic and o...View the full answer
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Related Book For
Essentials Of Marketing
ISBN: 9780273727644
3rd Edition
Authors: Frances Brassington, Dr. Pettitt, Stephen
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