Question 1. Why are marketing channels and intermediaries necessary? With companies selling directly to customers over the internet in increasing numbers, is this always a good thing? Why do channel arrangements sometimes need to be modified over time?
Question 2. Apple stores sell directly to customers, but you can also purchase Apple products through a number of different retailers. Why do you think Apple has chosen both a zero level channel structure and a multi-level channel structure? What marketing benefits does Apple get through having a brick and mortar store?