When a small firm operates with more than one channel of distribution, it is said to be using
A) multiple distribution.
B) dual distribution.
C) channel integration.
D) intermediary replication.

Question

Quizplus · Accepted Answer

When a small firm operates with more than one channel of distribution, it is said to be using dual distribution. Dual distribution refers to the use of two or more channels to distribute the same product to multiple markets or customer segments. This strategy helps the firm reach a wider audience and diversify its customer base while minimizing the risks associated with relying on a single channel.

When a Small Firm Operates with More Than One Channel