Which of the following is NOT one of the four considerations for channel alternatives?

• A. Number of levels
• B. Intensity at each level
• C. Specific types of intermediaries
• D. Advertising budget

Answer: (D)

Channel design decisions focus on shaping the path a product takes to reach customers. The main questions center on how many levels the channel will have (direct to consumer vs. through wholesalers and retailers), how broadly products are distributed at each level (distribution intensity), and which specific intermediaries will handle the product (the types of retailers or wholesalers). These choices determine market reach, costs, and control. Advertising budget, by contrast, is part of promotion planning—it's about messaging and how much to spend to drive demand, not about structuring the distribution path. So advertising budget isn’t one of the channel alternatives.