Question

An example of a consumer buying a product directly from a supplier is _____.

purchasing an airline ticket through an online travel agency
purchasing an airline ticket through a travel agency
purchasing an airline ticket through an airline's web site
purchasing an airline ticket through a cruise liner

Answer 1

The only way of buying directly from a supplier is cutting the intermediaries. In this case the travel online agency, the travel agency, and the cruise liner are all intermediaries since they are not the airline. Purchasing the ticket through the airline’s website is, therefore, the correct answer.

Answer 2

In my opinion, the correct answer is C. purchasing an airline ticket through an airline's web site. This is the only among the aforementioned cases where the consumer and the supplier don't really need a middleman. The consumer just directly visits the website, not even talking to a representative. He/she goes through a process automated by the supplier.