The channels chosen affect all other marketing decisions. The company’s pricing depends on
whether it uses online discounters or high-quality boutiques. Its sales force and advertising decisions
depend on how much training and motivation dealers need. In addition, channel decisions
include relatively long-term commitments with other firms as well as a set of policies and procedures.
When an automaker signs up independent dealers to sell its automobiles, it cannot buy them
out the next day and replace them with company-owned outlets. But at the same time, channel
choices themselves depend on the company’s marketing strategy with respect to segmentation,
targeting, and positioning. Holistic marketers ensure that marketing decisions in all these different
areas are made to collectively maximize value.