Introduction to Marketing – MKTG 2201
Chapter 10
You are an entrepreneur who has developed a new form of candy. Based on your
expertise in flavor formulation, you have gained significant venture capital support and
are planning to sell the product nationwide, but your entire company consists of the 4
people who work with you in development. You have contracted exclusive production
and now face the task of channel design for the new product to assure all possible
outlets. You have to think through all the possible outlets for single serve candy and
consider what it would take to get your product in those outlets.
1. List the types of outlets where your customers might purchase your candy.
2. List all the marketing intermediaries you need in order to reach these outlets.
3. Consider in detail what functions would each intermediary perform to add value
to the channel?
4. Draw the complete channel of distribution from your company to the end user.
Submit your homework through the Turnitin link.

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