met by any other firm at a lower price. A business finds out that the traditionally provided
services which was offered to customers in the past is currently highly expensive to give a
justification of their provided value. The relationship between these two gaps is that the
existing firms which offer the demands of consumers may still cause a limit to the buyer’s
willingness to pay. On the supply side gap closing involves reducing cost and improving
efficiency. this calls for the reassessment of the existing channels. Closing the gap by the
channel manger requires the manager to come up with a channel design which is closed to
meeting the demands of the targeted market for service output demand, managerial bound, and
the environment constraining the design