When a firm chooses a type of transportation, it has to bear in mind its other marketing concerns-storage, financing, sales, inventory size, and the like. Transportation, in fact can be an especially important sales tool. If the firm can supply its customer's needs more quickly and reliably than its competitors do, it will have a vital advantage : so it may be more profitable in ghe long run to pay higher transportation costs, rather risk the loss of the future sales. In addition, speedy delivery is crucial in some industries. A mail-order distributor sending fruit from Oregon to pennsylvania needs the promptness of air freight. On the other hand, manufacturer shipping lingerie from new york to massachusetts may be perfectly satisfied with slower (and slower) truck or rail transport.