Author Question: To reduce communications difficulties with small independent retailers, channel managers in large ... (Read 45 times)

magmichele12 · **on:** Jun 29, 2018

To reduce communications difficulties with small independent retailers, channel managers in large manufacturing firms should:
a. Learn whether the goals of smaller channel members are very different from his/her own firm's goals.
b. Emphasize the value of small businesses in channel communiqus.
c. Use industry jargon.
d. Follow up oral discussions with a written summary.
e. Include managers from all levels of the firms in channel member meetings.

Question 2

When quality cannot be guaranteed, it is preferable for the products produced under license not to carry the licensor's brand name.

Indicate whether the statement is true or false

joechoochoy · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A

Answer to Question 2

T
When quality cannot be guaranteed, either because the licensee does not allow the licensor sufficient control and scrutiny, or because the licensee cannot guarantee quality, it is preferable for the products produced under license not to carry the licensor's brand name. In this way, the licensor reduces the risk of diluting its brand equity.