CDW is the largest reseller of computer equipment in the United States. The bulk of CDW's 360,000 customers are small- and medium-sized businesses. Such companies have modest IT departments at best, and they lack the volume to command much attention from equipment manufacturers. They need a relationship with a knowledgeable vendor, which is exactly the service CDW sells. CDW is working to prevent its customers from eliminating it from their distribution channels. In other words, CDW is creating an environment in which _____ would be impractical.
A) multiple sourcing
B) disintermediation
C) cross-selling
D) collaborative selling
E) relationship marketing

Question

Quizplus · Accepted Answer

CDW aims to make itself indispensable to its customers by providing expert service and support that small- and medium-sized businesses cannot get directly from manufacturers, thus making disintermediation, or cutting out the middleman (CDW in this case), impractical.

CDW Is the Largest Reseller of Computer Equipment in the United