The case explains the importance of distribution partnerships and the complexity of marketing channel decisions. After reading the case study, address the following topics:
-What are the potential pros and cons of Perry Ice Cream’s direct sales distribution channel?
-What are the potential pros and cons of collaborating/partnering with this national brand?
-Evaluate the marketing channel options and describe the value channel members provide.
-Assuming that Perry’s leadership decides to carry the competitors products, evaluate the two proposals. Would you recommend they use on margin or drayage, and why?
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