- A.Wholesalers — merchant wholesalers, brokers/agents, manufacturer's sales branches — act as intermediaries between manufacturers and retailers (or other businesses).
- B.Multichannel uses many channels independently; omnichannel integrates them into one customer experience. ✓
- C.A unified customer experience across every channel — physical, online, mobile, social — where customers can move between channels seamlessly.
- D.Multichannel uses many channels independently; omnichannel integrates them into one customer experience.
Multichannel vs Omnichannel is multichannel uses many channels independently; omnichannel integrates them into one customer experience. The other options describe related but distinct concepts in Distribution & Place — see the deep-dive guide for the full distinction.
How to think about questions like this
Modern customers expect omnichannel; multichannel feels broken. Questions like this test whether you can distinguish Multichannel vs Omnichannel from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.