Part.1
What is a channel of distribution? What are channel intermediaries?
1. Explain the functions of distribution channels.
2. List and explain the types of independent and manufacturer-owned wholesaling intermediaries.
3. 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?
4 What are convertonal, vertical, and horizontal mar-keting systems?
Part.2
1. What is the decision facing Elizabeth Arden?
2. What factors are important in understanding this deci-sion situation?
3. What are the alternatives?
4. What decision(s) do you recommend?
5. What are some ways to implement your recommen-dation?
Attachment:- Marketing in action.rar