Overall, the trends occurring in marketing channels today $($growth in e$-$commerce, outsourcing, growth of nontraditional channels$)$ have one major theme in common. What is that theme?

Enhancing the reputation of the supply chain.

Increasing channel efficiency by reducing waste, overhead, and other costs.

All of the above are common themes.

Reducing the risk of legal action in the supply chain.

Securing more power and control for manufacturers.