You're Finding Your New Job as the Marketing Manager for Highly

Multiple Choice

You're finding your new job as the marketing manager for highly specialized medical equipment to be very challenging. Relatively few medical practices and hospitals across the country need your product, and it's tough to determine who the decision makers are. Which type of distribution channel will work best for your objectives, and why?

A) Due to the wide geographic range of your potential customers, you will need to set up a long distribution channel with many intermediaries who can facilitate the exchange process.
B) Because you are selling in the B2B environment with relatively few business purchasers, a short distribution channel works best for your needs.
C) Since you are selling physical products that need to be warehoused and delivered, you will need a long distribution channel with multiple logistics intermediaries.
D) Because of the challenges involved in identifying potential customers, you will need to engage the services of several sales and marketing intermediaries who can assist you.