In practice, we use a mix of different channels; in particular, we complement a direct sales-force, managing on the large accounts, with agents, covering the middle-size customers and prospects. In addition, online retailing and e-commerce is leading to disintermediation. Retailing via smartphone and mobile-commerce is also our focus.
We design the most suitable channels for our products and business partners base on their uniqueness. Select appropriate channel members or intermediaries. We train staff of intermediaries and motivate the intermediary to sell the our products. We also monitor channel's performance over time and modify the channel to enhance performance.
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