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Referring to the list of marketing distribution channels described in chapter 14 of the textbook (and shown on slide 14 of the chapter 14 presentation), provide an example of a consumer product and describe which type of channel its manufacturer uses to distribute it to consumers. What change(s) would you recommend to its marketing distribution channels in order to either a more directly to consumers in an effort to cut out the middle man or sell through more intermediaries in an effort to expand its distribution and promotion network?

Keep in mind that selling directly (i.e. cutting out the middle man) can reduce costs, but typically limits the reach of distribution, while increasing supply chain complexity for the manufacturer. Selling through many intermediaries (.e. brokers, wholesalers, and retailers) gives those “middle men” a portion of the profits, but offloads much of the burden of supply chain management to those intermediaries and allows them to create additional promotion of the product