In choosing the appropriate marketing channel, a firm should consider the interests that buyers might want fulfilled. These interests fall into four broad categories: (1) information, (2) convenience, (3) variety, and (4) __________.

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The fourth interest that buyers might want fulfilled is pre- or post-sale services. This includes things like customer support, warranties, and repairs. By offering these services, a firm can differentiate itself from competitors and provide added value to the customer.

In Choosing the Appropriate Marketing Channel, a Firm Should Consider