A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

Question

Quizplus · Accepted Answer

A short channel of distribution is often preferred for both retaining existing customers and acquiring new ones, as it allows for better control over the customer experience and can lead to higher customer satisfaction. A long channel might be used for reaching new markets or customers but is not inherently preferred for acquiring new customers.

A Short Channel of Distribution Is Preferred When Trying to Retain