Goeff used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms
A)perform many different channel functions themselves.
B)have less control in the channel.
C)are generally less efficient.
D)spend more money wastefully.
E)use more independent salespeople.

Question

Quizplus · Accepted Answer

Larger firms tend to have the resources to handle many different channel functions themselves, such as manufacturing, distribution, and marketing. Smaller firms often rely on external partners to perform these functions.

Goeff Used to Work for a Large, Well-Known Retailer