Most of the private residential pools were found in

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pools, etc.). Most of the private residential pools were found in states with warmer climates, although some were located in all big cities Pools required periodic chemical treatment to keep them safe to use. Pool owners and managers bought their supplies through department stores, hardware stores garden supply stores, pool specialty supply houses, pool service firms, and so on. Star Chemicals sales force had no esperience selling to wholesale or retail firms in the consumer area. However, the sales manager felt that the sales force should be given a chance to sell the new product to the appropriate channels of distribution. Otherwise the company's salespeople would feel bypassed and demoralized by losing a chance to make commissions on the new product. The other managers, however, felt that the company's sales force should not be diverted from its regular job and that a new sales force or distributor could handle the new task more efficiently. Case 1: Star Chemical Company 571 The new product committee faced some additional decisions. It had to decide whether to brand the product to sell it in bulk form for private labeling. It had to decide whether to cover a large
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number of distribution channels and markets or concentrate on certain channels and markets. It had to decide whether to
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