MARKETING CHANNELS

DEFINATION A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption.

STRUCTURE MARKETING CHANNELS

Agent or broker Any intermediary with legal authority to act on behalf of the manufacturer or producer.

WHOLESALER An intermediary who sells to other intermediaries, usually to retailers; usually applies to consumer markets.

RETAILER An intermediary who sells to customers

Channel Efficiency: How Intermediaries Reduce the Number of Channel Transactions

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