Why is a company constantly re-evaluating their channel strategy? Economics, Control and Adaptability all play a role.
Companies are constantly re-evaluating their channel strategy because external factors are constantly changing. An example is that in an economic downturn, producers want to distribute their goods in the most economical way. A company's strategy must also be feasible given its size and financial situation. Consumer demands are also changing so company's must choose a strategy that best meets their demands.
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Principles of Marketing
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