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Does it Matter Where You Sell? Some marketers feel that the image of the particular channel in which they sell their products does not matter - all that matters is that the right customers shop there and the product is displayed in the right way

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Does it Matter Where You Sell?

Some marketers feel that the image of the particular channel in which they sell their products does not matter - all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel image - such as retail store - can be critical and must be consistent with the image of the product.

Take a position: Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image.