Which other question should be answered about channel alternatives?

• A. What is the price point?
• B. Who will be in charge of the selected channels?
• C. What is the advertising budget?
• D. What geographic markets will be served?

Answer: (B)

When evaluating channel alternatives, the key issue is who will be responsible for managing and coordinating those channels. Knowing who will own each channel, make decisions, and handle day-to-day operations is essential for accountability, consistency, and alignment with the overall strategy. A designated channel owner helps prevent conflicts between channels, ensures performance is monitored, and enables quick adaptations as market conditions change.

Pricing, advertising budget, and geographic markets are important elements of a broader channel strategy, but they don’t establish who manages the channels. Pricing decisions can affect channel performance, the advertising budget governs promotion rather than governance, and geographic scope defines where you go to market, not who oversees the channel activities.