Marketing Channels 8th Edition by Bert Rosenbloom

Exercise 3

Milwaukee is a famous name in industrial quality power tools. Its products are renowned for their rugged design and reliability. Most of its products are sold through wholesalers (industrial distributors) to a wide variety of power tool users including factories, contractors, mechanics, schools, government agencies, and many others. Milwaukee claims that almost 80 percent of its distributors have been associated with it for 25 years or more. Milwaukee describes itself as a consistent and reliable partner to distributors. The company says, "Our business succeeds when your business succeeds."
Comment on this statement in terms of its possible implications for channel design, selection, management, and evaluation strategies.