Author Question: Discuss the role of boundary-spanning personnel.[br][br][b][color=green]Question ... (Read 163 times)

jake · **on:** Jun 28, 2018

Discuss the role of boundary-spanning personnel.

Question 2

In most marketing channels for consumer products, the balance of power has shifted to __________ due to their size and buying power.
A) consumers
B) mass merchandise retailers
C) wholesalers
D) brokers and distributors
E) manufacturers

jonathanballen97 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

Boundary-spanners sit on the boundary of the organization, interacting both with the firm's external environment, particularly its customers, and its internal organization and structure. They represent the organization and are required to collect the information from the customer needed to perform the service. They are part of the production process but also represent the customer to the organization.

Answer to Question 2

B