Question

Most middlemen handle brands in good times when the line is making money but quickly reject such products within a season or a year if they fail to produce during that period. This is a problem associated with which of the six Cs of distribution channel strategy?

a) character
b) continuity
c) control
d) cost
e) capital requirement

Answer 1

The issue described is related to 'continuity,' which is one of the six Cs of distribution channel strategy, pointing to the need for stable and long-term relationships between manufacturers and middlemen.

Step-by-step explanation:

The problem described in the student's question is associated with the continuity aspect of the six Cs of the distribution channel strategy. Continuity refers to the long-term relationships and stable arrangements between manufacturers and middlemen. Brands need a certain level of commitment from middlemen to survive the fluctuations in the market, which include both good and challenging times. This ensures that they have enough time to establish themselves and navigate through various market conditions. Middlemen who quickly reject products that do not perform well within a short period are showing a lack of continuity, which can be problematic for brands, especially new or emerging ones.