Walmart is seen as a powerful Channel Captain. Their power is so strong, they are able to demand lower prices from suppliers. Do you think they weld too much power over the other intermediaries in the channel? Do you believe any company will ever compete successfully against Walmart? You have often heard people say to “remove the middleman” and the price of the product will go down. Do you believe this to be true? Defend your response.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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  • Walmart is seen as a powerful Channel Captain. Their power is so strong, they are able to demand lower prices from suppliers. Do you think they weld too much power over the other intermediaries in the channel? Do you believe any company will ever compete successfully against Walmart?
  • You have often heard people say to “remove the middleman” and the price of the product will go down. Do you believe this to be true? Defend your response. 
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