CEVAP:

Intermediaries vary according to their availability, suitability, type, and the quality of service they can provide. Marketing managers must consider certain characteristics of channel members in selecting qualified intermediaries. In general, intermediaries are selected by means of considering the number of years in business, locations, other lines carried, growth and profit record, financial strength, reputation, and cooperativeness. If the intermediary is a sales agent, the producer also looks at the number and types of other product lines carried, inventory turnover rate, and the adequacy of the staff.