Evaluate how public policy affects distribution decisions
What will be an ideal response?
For the most part, companies are legally free to develop whatever channel arrangement suits them, as long as they do not substantially lessen competition or tend to create a monopoly, and as long as both parties enter into the agreement voluntarily. Exclusive territorial agreements in which a producer attempts to keep a dealer from selling outside of a designated territory have become a major legal issue. Producers are free to select their dealers, but they must have legitimate cause to terminate a relationship with a dealer.
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Firms must acquire fresh information through marketing research because they can no longer rely solely on
A. word-of-mouth. B. historical data. C. consumer buying patterns. D. market-driven sales techniques. E. price increases.
Betty Crocker cake mixes using Hershey syrup in its mixes and "Lunchables" lunch combinations with Taco Bell tacos are examples of what special type of branding?
A) family branding B) ingredient co-branding C) co-branding D) generic branding E) individual branding