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?
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