Marketing 11

Test Your Knowledge

11-1. What is a channel of distribution? What are channel intermediaries?

11-2. Explain the functions of distribution channels.

11-3. List and explain the types of independent and manufacturer-owned wholesaling intermediaries.

11-4. What factors are important in determining whether a manufacturer should choose a direct or indirect chan- nel? Why do some firms use hybrid marketing systems?

11-5. What are conventional, vertical, and horizontal mar- keting systems?

the case 

You Make the Call

11-29. What is the decision facing Elizabeth Arden?

11-30. What factors are important in understanding this deci on situation?

11-31. What are the alternatives?

11-32. What decision(s) do you recommend?

11-33. What are some ways to implement your recommen- dation?