Why would a company such as CUTCO Cutlery opt for the direct channel instead of the retailer...

Question:

Why would a company such as CUTCO Cutlery opt for the direct channel instead of the retailer channel for its consumer products?

What other companies are similar to CUTCO Cutlery in its approach to direct retailing?

Using Direct Sales and Marketing Channels:

Distribution channels like wholesalers and retailers will be the first option when trying to market and sell a product. These can be combined with your direct sales strategy. Distribution channels offer benefits at a cost that is sometimes high. When a brand wants to control the whole process, the only option is to establish a direct channel for marketing and sales.

Answer and Explanation:

Cutco has positioned its brand as a high end, high quality and 100% made in the United States. By doing so, it wants to be viewed as a company that...

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Distribution Channels in Marketing: Definition, Types & Examples

from Introduction to Business: Homework Help Resource

Chapter 16 / Lesson 21
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