When Gourmet Concepts, a company that makes and sells specialty desserts to restaurant chains, began operations, it had to design its distribution strategy very carefully. Once its management had decided exactly what role distribution would play in its overall marketing program, it was next necessary to:
A) determine the pricing strategy to be used.
B) select the type of distribution channel it would use.
C) choose specific channel members.
D) determine the desired intensity of distribution.
E) examine competitors' channels.

Question

Quizplus · Accepted Answer

After deciding the role of distribution in the marketing program, the next step is to select the type of distribution channel to use, as it forms the foundation for further distribution decisions.

When Gourmet Concepts, a Company That Makes and Sells Specialty