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Ch10 bus mktg channels
The document discusses channels of distribution and go-to-market strategies for business markets. It describes selecting channels based on understanding customer needs and segments. Direct channels involve no intermediaries while indirect channels use representatives or distributors. Distributors take inventory and provide services like delivery. Representatives sell for multiple companies and are paid on commission. The channel design process involves defining customer segments, identifying their needs, and aligning channel functions to satisfy those needs.
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