Companies Must Make a Decision on How Many Marketing Intermediaries

question 43

Essay

Companies must make a decision on how many marketing intermediaries to use at any level of marketing distribution. This is especially critical at the retail level. Name and identify the three strategies that are available with respect to number of marketing intermediaries. Give an example of each form.

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Definitions:

Priene

An ancient Greek city located in modern-day Turkey, known for its well-preserved ruins and as an example of classical Greek urban planning.

Triglyphs

Architectural elements used in the frieze of Doric order temples, consisting of three vertical grooves which alternate with metopes.

Metopes

The square spaces, often decorated with relief sculpture, between the triglyphs in a Doric frieze.

Doric

One of the two systems (or orders) invented in ancient Greece for articulating the three units of the elevation of a classical building—the platform, the colonnade, and the superstructure (entablature). The Doric order is characterized by, among other features, capitals with funnel-shaped echinuses, columns without bases, and a frieze of triglyphs and metopes. See also Ionic.