Retailer Benchmark

The retailer’s view of the manufacturer is important because the manufacturer must typically communicate through the retailer to the customer. Very important also is how the retailer views the manufacturer in comparison to the competition. An semi-annual “blind” survey of significant dealers examines many different areas, such as Intangible Purchase Motivators, Competitors’ Market Position, Price Competitiveness, and Overall Strengths and Weaknesses to name a few.

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