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Selecting marketing intermediaries is a critical decision in the distribution strategy of a firm, as intermediaries play an important role in bridging the gap between producers and consumers. The selection criteria are based on several factors that ensure the intermediaries align with the company’s marketing objectives and customer satisfaction goals. One key criterion is the intermediary’s market coverage and reputation. Firms prefer intermediaries with strong distribution networks, established customer relationships, ________ __________ _______ _______ ___ ________.
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