The sales manager for Ameri-Tee is deciding on the firm's distribution strategy in several markets. He wants to know which factor is likely to shorten channel length in a particular country. Which of the following factors helps a firm shorten channel length?

Question 15 options:

1)

Entry of large discount superstores

2)

Firm's insistence on dealing with wholesalers instead of manufacturers

3)

Fragmentation of a retail system

4)

Smaller sales orders generated from sales calls