Successful marketers must pay attention to the distribution of customer service they provide their customers. They also must worry about the cost of the service they provide because ultimately the price of a product should cover the cost. Deciding on the right balance between the distribution customer service level and the costs of transporting and storing is sometimes difficult-and identifying how best to achieve that balance can be even more of a challenge. The job of integrating all of the logistics activities is even more complicated when it requires coordination among different firms in a channel. But the job must be done and done well. One firm can't just reduce its own PD costs if that raises costs somewhere else in the channel or reduces the service level For example, some business customers may demand just-in-time delivery or expect the convenience and speed of electronic data interchange (EDI)-because that is what is required to make the whole channel more competitive Question Given the difficulties of coordinating physical distribution activities in a channel, wouldn't it be easier and cheaper for most manufacturers to make all the important PD decisions--and then deal only with intermediaries who will accept those decisions. Why or Why not? Provide a detailed explanation based on your answer Posts 2 and 3: Respond to Classmates' Posts

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