Mattel Is the World's Largest Toy Maker, and the Barbie

Mattel is the world's largest toy maker, and the Barbie doll is the world's best-selling toy. (It accounts for 28 percent of Mattel's sales.) In the fall of 2001, Mattel created www.Barbie.com. Its primary reason for taking this step was because the Internet had become "a very compelling part of a young girl's life." This was not Mattel's first attempt at interactive marketing. In 1998, it had introduced a Website where girls could design a personalized Barbie doll including hairstyle, eye and hair color, skin tone, clothes, and accessories. The custom-made doll was shipped to the buyer within six to eight weeks of its order date. However, Mattel was not pleased with the operation of the site, and neither were its retailers. The new Website is designed to accommodate many of its retailers' concerns. For instance, its prices are set 15 percent higher than the suggested retail price.
-What else can Mattel do to avoid problems with its retailers?

A) Offer its full product line on the site.
B) Use leader pricing to sell the dolls online.
C) Use direct distribution.
D) Target a different market such as women who want to recreate their childhood.
E) Create links to other sites where toys are marketed.