A local dermatologist has developed a new line of body scrub products for sensitive skin. She is unsure if she should sell her products through dermatologists’ offices or through retail chains such as Sephora. Which explanation best describes why the marketing channel decision is as important as pricing and product features?
Question 5 options:
because one channel may want a greater percentage of the sale than the other channel
because place communicates to the customer something about the product’s value proposition, which includes the benefits and price
because it might be easier for her to make a distribution deal with Sephora, a national chain, as opposed to calling on individual doctor officers that may take too much time and money.
because the skin scrub is like so many other products in that product category that selling through dermatologists offices would give it the aura of being an exclusive product.
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