Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors. Your vice president of marketing has recommended adding a direct web-based distribution channel. As the CEO, you are concerned that this change will result in channel conflict. What are the benefits and drawbacks of this strategy? How do you think different types of customers, wholesalers, distributors, and competitors will react if this strategy is implemented (from Kotler, p. 285)?
Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors. Your vice president of marketing has recommended adding a direct web-based distribution channel. As the CEO, you are concerned that this change will result in channel conflict. What are the benefits and drawbacks of this strategy? How do you think different types of customers, wholesalers, distributors, and competitors will react if this strategy is implemented (from Kotler, p. 285)?
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
Problem 1.1DQ
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Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors. Your vice president of marketing has recommended adding a direct web-based distribution channel. As the CEO, you are concerned that this change will result in channel conflict. What are the benefits and drawbacks of this strategy? How do you think different types of customers, wholesalers, distributors, and competitors will react if this strategy is implemented (from Kotler, p. 285)?
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