The term "gatekeeper" as used in the textbook refers to

Question

Quizplus · Accepted Answer

The term "gatekeeper" in the context of the textbook refers to the power of retailers in the channel to control the access of manufacturers and suppliers to the end consumers. The retailers act as gatekeepers by deciding which products to stock, how to display them, and at what price to sell them. They can also influence the marketing and promotion of products and ultimately affect their success in the marketplace. The other options (A, C, D, and E) are not relevant to the concept of gatekeeping in the context of the chapter.

The Term "Gatekeeper" as Used in the Textbook Refers to