For channels I plan to use indirect channels I want to use indirect channels because I personally think that it would be to have mediator between us and business. “Indirect marketing channel: channel containing one or more intermediary levels.”(Marketing An Introduction Armstrong/Kotler Chapter 10 Pg. 8) I think that discussing alcohol is a very touchy thing for some people, because some channels probably hate our fruity beers and only believe in drinking real alcohol. So we want to make sure that there is never going to be a problem. We want our mediator to make sure whether or not the channel is interested or not so we don’t waste their time and they don’t waste ours. I want our company to be able to look good to other channels; I don’t want our company and other companies to have disputes. I think that would just put a bad image on us and on our company. When we are being looked up would like our comments to be good not bad, especially since we are just starting out. “When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate each channel member’s years in business, other lines carried, growth and profit record, cooperativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of other lines carried and the size and quality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store’s customers, location, and future growth potential.” (Marketing An Introduction Armstrong/Kotler Ch. 10 Pg. 29) We want to be careful selecting our mediator, we want to make sure we pick the right person for the job, most likely not a person who doesn’t like alcohol or who doesn’t believe in fruity beers.
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