Marketing 5th Edition by Roger Kerin,Steven Hartley ,William Rudelius,Erin Steffes

Exercise 11

Suppose the president of a carpet manufacturing firm has asked you to look into the possibility of bypassing the firm's wholesalers (who sell to carpet, department, and furniture stores) and selling directly to these stores. What caution would you voice on this matter, and what type of information would you gather before making this decision