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As the Marketing Director for NailPop Nail Polish, You've Been

Question 139

Multiple Choice

As the marketing director for NailPop Nail Polish, you've been instrumental in the company's success thus far. And the future looks even brighter because the company's product developers have come up with a new color-changing nail polish, and you know it's going to be huge! You want to make sure this product is available to professional nail salons as well as individual consumers. Which type of distribution channel will work best for your objectives, and why?


A) Because nail polish is an intangible product, a short distribution channel will work best for you.
B) Effectively marketing a product that's sold in both the B2B and B2C markets is complicated, so it is likely that you will need a number of different intermediaries in a long distribution channel.
C) Because you are very clear on who you are moving your product to, you can use a short distribution channel without any intermediaries.
D) Whenever you introduce a new product into the market, you always need to set up a long distribution channel until consumers are more familiar with the product.

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