The looser the relationship is between the marketer and intermediaries, the less control the marketer can exert. Therefore, the longer the channel:
A) the quicker products are taken to market.
B) the more chance of the relationship becoming tighter.
C) the more difficult for the marketer to have a final say in pricing and promotions.
D) the essentials of staffing pre-screening are required.

Question

Quizplus · Accepted Answer

A longer channel typically has more intermediaries, which can make it more difficult for the marketer to control pricing and promotions as each intermediary will have their own profit margins and preferences. This lack of control can be especially pronounced if the relationship between the marketer and intermediaries is loose. The length of the channel is not directly related to the speed of getting products to market, and staffing pre-screening is not relevant to this concept. There is no indication that a longer channel will necessarily lead to a tighter relationship between marketers and intermediaries.

The Looser the Relationship Is Between the Marketer and Intermediaries