Which channel structure is characterized by multiple types operating together?

The intertype channel structure is characterized by different types of distribution channels or members working together to deliver products or services to the final consumer. This structure combines various intermediaries, such as wholesalers, retailers, and possibly even e-commerce platforms, to enhance the overall distribution network.

In intertype structures, these various members can come from different levels of distribution and may serve different market segments or consumer needs, allowing for more flexible and comprehensive coverage of the market. For example, a manufacturer might sell products directly through an online store while also supplying a traditional retail outlet and a discount chain, thereby utilizing various types of channels in concert to reach different segments of consumers effectively.

This contrasts with other channel structures, such as horizontal, which involves multiple members at the same level; vertical, which comprises channels arranged in a hierarchical manner; and competitive, which refers to rivalry among companies rather than their structural collaboration. Thus, intertype channel structures are unique in fostering cooperation among distinct types of channel members to enhance overall market effectiveness.