Name and briefly discuss two alternative channel arrangements that can be used to move products.
What will be an ideal response?
There are three alternative channel arrangements discussed in the chapter, and students can discuss any two of the following:
MULTIPLE CHANNELS/DUAL OR MULTIPLE DISTRIBUTION. Two or more different channels could be selected to distribute the same product to target markets. For example, consumer products could be sold through wholesaler and/or retailer channels, in addition to catalog mail ordering and electronic shopping.
NONTRADITIONAL CHANNELS. The products could be sold at sporting events, contests, concerts, parks, zoos, or entertainment centers.
STRATEGIC CHANNEL ALLIANCES. The company could form an alliance with another manufacturer that already has an established channel. This could be important in foreign distribution or in any case when creation of marketing channel relationships may be expensive and time-consuming.
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