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Distribution Management Chapter 2: The Channel Participants Channel Issues #1 Wrigley is the world's leading manufacturer of chewing gum, producing literally millions of packages of
Distribution Management Chapter 2: The Channel Participants
Channel Issues #1 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 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. Question: to use intermediaries rather than Why do you suppose Wrigley has chose sell direct to consumersStep by Step Solution
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