Which of the following is true of the role of distribution channels in a firm's marketing strategy?
a. They complicate the exchange process by increasing the number of marketplace contacts necessary to make a sale.
b. They lead to discrepancies in the market's assortment of goods and services between the producers and the buyers.
c. They standardize exchange transactions by setting expectations for products including the transfer process itself.
d. They deter the buyers' search for specific goods to fill their needs, as well as the sellers' attempt to learn what buyers want.
Answer: C
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Marketing Chapter 14
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