Question

Dual distribution refers to

a. a level of distribution density whereby a firm selects a few retailers in a specific geographical area to carry its products.
b. an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product.
c. the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.
d. professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact.
e. a practice whereby one firm's marketing channel is used to sell another firm's products.

Answer 1

The correct answer is b. an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product.

Step-by-step explanation:

Dual distribution is a situation where a manufacturer decides to distribute their products directly (using their own distributors) and, at the same time, hire independent distributors (who have no ownership relationship with the manufacturer).

Dual distribution derives its name from the fact that two means of distribution are used simultaneously: one of its own and one contracted. It is a mixture of the two basic distribution options that a manufacturer has: to integrate vertically and assume all distribution activities until reaching the final consumer or; outsource these activities and pay others to carry them out.