1.

Write a summary of the video; what are your major takeaways from the video (100 words
maximum).
Discussion about distribution channels is initiated by providing examples & defining it as the set
of organizations involved in process of making a product available to customer. The importance
of channel is the efficiency of transaction it provides. To impact the process, a well-developed
channel strategy (Push/Pull) must be used. Channel design involves, Channel Length & Channel
Breadth, which determines the levels and the intermediaries in those levels respectively. Channel
Management is discussed with the focus on stewards, conflicts and power. The lecture ends with
disintermediation which means the direct access of the product to the customer without
intermediaries.
2. Which concepts in the video do you think need further elaboration or clarification?
I’d like to know more about the Push/Pull strategies with some specific examples and their
integration in the whole distribution process.