Q:
Selecting and managing marketing channels :
On what criteria can channel members be evaluated for their proper selection?
Answer
The SCPCA method can be used to evaluate channel members.
a) Sales (S): How much sales each channel member can give within a cetain time frame
b) Cost(C): How much cost would be incurred for each channel?
c) Profitability(P): Which channel can give better profitability to the company?
d) Control(C): Whether company can have better control over its channel members or not.
e) Adaptability (A): Whether the channel alternatives are flexible enough to any changes or not. The channel meeting the objectives of the company is selected
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