In choosing the appropriate marketing channel,a firm should consider the interests that buyers might want fulfilled.These interests fall into four broad categories,one of which is

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A consideration in channel choice is gaining access to channels and intermediaries that satisfy at least some of the interests buyers might want fulfilled when they purchase a firm's products or services.These interests fall into four broad categories: (1)information,(2)convenience,(3)variety,and (4)pre- or postsale services.

In Choosing the Appropriate Marketing Channel,a Firm Should Consider the Interests