channel alignment os achieved when supplier goals are translated into channel success factors. The distributor uses their capabilities to meet the customer value proposition while controlling their cost drivers and meet fonamcial goals . The graphic raises several questions?

a) what are the supplier's channel goals and do they differ from the distributors?

b) Does the supplier have goals that are not purely financial?

c) if so, why?

d) Does the distibutor have such goals?

e) How do they relate?