Question

Which of the following factors is most likely to be associated with a short marketing channel?

Group of answer choices

a Manufacturer lacks adequate resources to perform channel functions.
b Manufacturer serves a geographically dispersed potential trade area.
c The products are perishable.
d The products require little or no technical knowledge and servicing.

Answer 1

A short marketing channel is most likely to be associated with a manufacturer that serves a geographically dispersed potential trade area. This allows for quicker delivery and reduces transportation costs.

Step-by-step explanation:

A short marketing channel is most likely to be associated with a manufacturer that serves a geographically dispersed potential trade area. When the target market is spread out over a large area, it is more efficient for the manufacturer to use a shorter marketing channel to reach their customers. This allows for quicker delivery and reduces transportation costs.

In contrast, if the manufacturer lacks adequate resources to perform channel functions, serves a small local area, or the products are perishable or require specialized knowledge and servicing, a longer marketing channel may be more appropriate.