Can bic corporation be partner-selling the products, Marketing Management

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Can bic corporation be partner-selling the products

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Q: The ubiquitous Bic razors, cigarette lighters, and, of course, ballpoint pens are sold by more than 100,000 supermarkets, drugstores, and other mass merchandisers in the United States. Bic Corporation has traditionally relied on large numbers of mass marketers to sell these products.

Can Bic Corporation be "partners" with each of the 100,000 retailers selling these products? Explain why or why not?

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Marketing Management: Can bic corporation be partner-selling the products

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