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International Marketing Europack A, Critically analyse the choices outlined on page 302. The choices are either for Europack to leave France and employ an agent or for them to stay in France and wait for the economic environment to improve. The first choice centres on employing an agent to work on behalf of Europack. An agent as defined by Kotler et al Principles of Marketing 2001 is "A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions and does not take title to the goods". There are two kinds of agents that Europack could possibly opt for they are manufacturing and Selling agents. A manufacturing agent is an agent that represents two or more manufacturers of complimentary goods with a written agreement being in place between the agent and the manufacturer to fix pricing, sales territory, order handling, delivery service, warranties and commission rates. A manufacturing...

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