Among the following, which criterion does a company typically disregard when assessing the primary channel alternatives?

Question

BlackTom AI · Accepted Answer

Question restatement: Among the following, which criterion does a company typically disregard when assessing the primary channel alternatives?

Options:
- control
- likability
- commitment
- sales and costs
- adaptability

Option 1 — control: This is usually a key consideration because firms want to ensure they can influence how the channel operates, enforce agreements, and maintain consistency with strategic goals. Poor control can lead to misalignment with pricing, branding, and channel strategies.

Option 2 — likability (the correct answer): Likability refers to how pleasant or appealing a channel partner is on a personal or subjective level. While it might influence relationship quality, it is not a primary, objective criterion for evaluating channel alternatives. Firms focus on measurable attributes like performance, reliability, and fit with strategy rather than personal likability. Relying on likability alone can introduce bias and ignore practical capabilities needed for distribution success.

Option 3 — commitment: Commitment is a pivotal criterion because a partner’s willingness to invest resources, agree to contracts, and stay aligned with long-term goals affects channel stability and performance. High commitment reduces risk of opportunistic behavior and channel leakage.

Option 4 — sales and costs: This is a fundamental criterion, as firms must project revenue potential, margins, and total cost of ownership within a channel. It directly ties to profitability and strategic viability of the channel option.

Option 5 — adaptability: Adaptability matters because markets change and channels must be able to evolve with new products, channels, or demand patterns. A partner’s flexibility to adjust logistics, marketing, or assortment is a practical consideration.

Summary: The question asks which criterion is typically disregarded. While control, commitment, sales and costs, and adaptability are substantive, measurable criteria integral to channel strategy, likability is the least objective and most subjective, making it the one firms generally deprioritize when assessing primary channel alternatives.

MKTG1199 LF04 In-class Test 3

Among the following, which criterion does a company typically disregard when assessing the primary channel alternatives?

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MKTG1199 LF04 In-class Test 3

Among the following, which criterion does a company typically disregard when assessing the primary channel alternatives?

View Explanation

Log in for full answers

Similar Questions

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Unlike Estée Lauder, which is a large and established firm with the resources to provide its own sales force to sell its products, what will smaller firms probably need to rely on to help to distribute their products?

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Which of the following channel functions of wholesalers is demonstrated when a buyer receives quicker delivery because wholesalers are located closer than are producers?

More Practical Tools for Students Powered by AI Study Helper

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Generally, the Blank and more sophisticated a firm is, the Blank likely it will be to use supply chain intermediaries.