Test Your Knowledge
1. What is a channel of distribution? What are channel intermediaries?
2. Explain the functions of distribution channels.
3. List and explain the types of independent and manufacturer-owned wholesaling intermediaries.
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?
5. What are conventional, vertical, and horizontal mar- keting systems?
the case
You Make the Call
1. What is the decision facing Elizabeth Arden?
2. What factors are important in understanding this deci on situation?
3. What are the alternatives?
4. What decision(s) do you recommend?
5. What are some ways to implement your recommen- dation?