The Duchess and the Duke sells through an import agent, a wholesaler, and a retailer. In this case,
A) a long channel exists.
B) the retail system must be concentrated.
C) a short channel exists.
D) there is no channel.

Question

Quizplus · Accepted Answer

If the producer sells directly to the consumer, the channel is very short. If the producer sells through an import agent, a wholesaler, and a retailer, a long channel exists. The choice of a short or long channel is in part a strategic decision for the producing firm.

The Duchess and the Duke Sells Through an Import Agent