Question Details

GENERAL BUSINESS - ASSIGNMENT - MARKETING

Watch how Jones Soda started their empire. Notice the different strategies they employed and the pitfalls they endured to build the brand that exists today. https://www.youtube.com/watch?v=kMa1b2nTq8c
Please answer the following three questions:
Describe the marketing/distribution channel change made by Jones Soda in the video. Why did Jones Soda make the marketing/distribution channel change in Question #1 above? Why do you think that the shift from direct marketing channels to indirect marketing channels was associated with their ultimate failure? Please provide a 1 ½ to 2 page minimum response, not including cover page and references, at least one referenced source, and APA formatting throughout