LocatingMiddlemen
The search for prospective middlemen should begin with study of the
market and determination of criteria for evaluating middlemen servicing that
market. The company's broad policy guidelines should be followed, but expect
expediency to override policy at times. The checklist of criteria differs according
to the type of middlemen being used and the nature of their relationship with the
company. Basically, such lists are built around four subject areas: (1)
productivity or volume, (2) financial strength, (3) managerial stability and
capability, and (4) the nature and reputation of the business. Emphasis is usually
placed on either the actual or potential productivity of the middleman.
Setting policies and making checklists are easy; the real task is
implementing them. The major problems are locating information to aid in the
selection and choice of specific middlemen, and discovering middlemen
available to handle one's merchandise. Firms seeking overseas......

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Title: Five Steps In The Process Of Building Channels For International Distribution
Approximate Word Count: 913
Approximate Pages: 4 (250 words per double-spaced page)

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