Chapter 14 of the textbook discusses the concept of marketing channels and the role they play in effective business marketing. Essentially a successful business marketing firm will only be as good as the value chain they build to their customers through their chosen marketing channel.

However there is not one type of channel structure that is always the best. The textbook discusses various ways to structure the channels of distribution. This assignment relates to these structures and a key relationship variable, communication. We have discussed the importance of relationships in the business market since the very beginning of the course. Without effective communication between partners, we cannot develop the best long term relationships.

1. Please discuss what type of channel structure (there are multiple options to choose from in the text) will provide for the most amount of communication between business marketing partners? Why do you think that structure will allow the most?

2. Next discuss what type of channel structure will enable the richest (most detailed, best information) communication between partners? Understand that the most communication often is not the richest. I can have many short communications with you telling you good job, nice answer, good strategy, where I am communicating often with you, but I'm not providing much substance. Rich communication provides substantial detail, information, or explanation of a situation. Why do you think that structure will allow the richest?

3. Are your answers to the previous questions different or are they the same? Why do you think that is the case?