Management should develop and operate the marketing channel in such a way as to:

Question

Quizplus · Accepted Answer

The marketing channel is an important component of the marketing mix, and it should support and enhance the other strategic variables of the marketing mix, such as product, price, and promotion. While reducing costs, maximizing sales, and providing unique service to customers are important goals, they should not be the only focus of the marketing channel. The channel should work in conjunction with other elements of the marketing mix to achieve the overall objectives of the firm. Providing promotional support is also not the sole role of the marketing channel as other promotional tools may be used.

Management Should Develop and Operate the Marketing Channel in Such