There is an old saying that predates the marketing concept by perhaps 100 years: “The customer is king.” This is usually interpreted to mean that businesses should remember that the only reason they are in business is to serve the customer, because without customers there would be no business. This expression is seldom related to the design of marketing channels. Yet, in the long run, is it not the “customer king” who decrees the structure of the marketing channels that ultimately develop? Do you agree or disagree? Discuss the statement using several examples for or against.