The document discusses business marketing channels. It covers the critical role of industrial distributors and manufacturers' representatives in business channels. It also discusses requirements for successful channel strategy, including designing the channel structure to meet marketing objectives and managing the channel to achieve goals. The document outlines different channel alternatives for business markets and considerations for channel design, administration, and motivating channel members.
6. 1. The customers are large and well defined. Direct Sales Approach is Viable When: 2. The customers insist on direct sales. 3. Sales involve extensive negotiations. 4. Control of the selling job is necessary to ensure proper implementation of the total product package and to guarantee a quick response to market conditions. Marketing channels
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8. E-Channel Use Level 1: Information Platform. Level 2: Transactional Platform. Level 3: Platform for Managing Customer Relations. Marketing channels
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