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Explain about the Middlemen Consideration
If right kind of middlemen having necessary experience, contacts, financial strength and integrity are available, their use is preferred as they can ensure success of newly introduced products. Cost factors also have to be kept in view as all middlemen add their own margin of profit to the price of the products. However from experience it is learnt that where the volume of sales are adequate, use of middlemen is often found economical and less cumbersome as against direct sale.
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Companies are forced to follow sales orientation because the results are measured in short term and incentives are based on short term achievements. This leads to a high level of r
Steps in the marketing planning plans: in a corporate set up, two levels of planning are in practise 1. Comprehence or overall company planning, and 2. Specific
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how was the need for this product identified?
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