Market research provides relevant data to help solve marketing challenges that a business will most likely face—an integral part of the business planning process. In fact, strategies such as channel selection and the use of intermediaries are impossible to develop without market research.

Consider and discuss the following questions:

• Describe an example of a marketing channel in use by one of your favorite companies.
• List and explain two major issues your company faces in managing the marketing channel.
• If you were a marketing manager for your company, what kind of research would you do to improve the efficiency of this channel?

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