A good "channel captain" knows that:
A) direct-to-customer channels usually cost less and perform more efficiently than indirect channels.
B) marketing functions can be shifted and shared within a channel-but they cannot be completely eliminated.
C) a traditional channel system works best.
D) some marketing functions can usually be completely eliminated by using short channels instead of long channels.
E) None of these alternatives is correct.

Question

Quizplus · Accepted Answer

A good "channel captain" understands that marketing functions cannot be completely eliminated from a channel, but can be shifted and shared among different members. While direct-to-customer channels may perform more efficiently in some cases, indirect channels can still provide value and reach different segments of the market. A traditional channel system may not always be the best option as new technologies and consumer behavior continue to evolve. The idea that some marketing functions can be completely eliminated by using short channels is not necessarily true, as each member of a channel can provide unique value and expertise to the overall process.

A Good "Channel Captain" Knows That