A strategic channel alliance is O an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product O a practice whereby one firm's marketing channel is used to sell another firm's products. O the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online. an arrangement whereby companies reduce distribution costs by sharing facilities, equipment, and transportation, O a practice whereby consumers can interact with various advertising media to buy products without a face-to-face meeting with a salesperson