Several Years Ago, in Order to Help Your Spouse, Who

question 148

Multiple Choice

Several years ago, in order to help your spouse, who is a fine artist, you invented an inventory tracking software for artists. Now you want to market this software to other artists, even though you recognize that the demand for such a product will always be limited and that finding customers will be difficult. Which type of distribution channel will work best for your objectives, and why?

• A) When your product is software, you cannot use any intermediaries, thus you will have an extremely short distribution channel.
• B) Because of the challenges involved in identifying potential customers, you will be forced to engage the services of several sales and marketing intermediaries who can assist you.
• C) Due to the wide geographic range of your potential customers, you will need to set up a long distribution channel with many intermediaries who can facilitate the exchange process.
• D) Because you are selling in the B2B environment with relatively few business purchasers, a short distribution channel works best for your needs.