Final answer:
The increase in brands and advancements in technology and globalization have transformed distribution channels. Department stores and standardization set new consumption patterns, while the internet and global connectivity increased competition and market access. Protecting brand reputation and advertising effectively are now vital in such a competitive landscape.
Step-by-step explanation:
The channels of distribution have been significantly affected by the increase in available brands and the major shifts brought about by technology and globalization. In the past, patterns of consumption were dominated by small, family-run shops and itinerant peddlers, with bargaining and minimal advertising. However, the emergence of department stores changed the consumer landscape with fixed prices, advertising, and a wide variety of goods which were standardized across the country - reinforcing national identity.
Further changes occurred with the development of the internet, drastically transforming how markets are defined. Consumers now have the ability to order products from across the globe, intensifying the competition faced by local retail businesses. Additionally, business-to-business websites further globalize markets by allowing international transactions between buyers and suppliers.
This level of connectivity and market expansion creates both opportunities and challenges for brands. Consistent product quality, protecting brand reputation from unscrupulous practices, and engaging in timely and targeted advertising have become more crucial than ever in maintaining market presence amidst heightened competition and consumer choice.