Which of the following about using compensation and communication as part of effective multi-channel marketing is FALSE?
A. Different channels must have policies that offer consistent reinforcement for the channel strategy.
B. Information exchange can help channel members understand the logic behind the channel strategy.
C. Channel members may sabotage new channel strategies if they do not ‘buy into the changes.
D. The 3 Cs model of business strategy (customers, costs, competitors) is the basis for channel design.
E. Multi-channel marketing will invite conflict, and compensation and communication can go a long ways towards solving that problem.
D
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