Managing marketing channels

Marketing channel can be viewed as a set of interdependent organization involved in the process of making a product or service available for use or consumption.

Most producers do not sell their goods directly to the final users. Between them and final user stand a host of marketing intermediaries performing variety of functions and bearing variety of names? Some intermediaries-such as wholesalers and retailers-buy, take title to and resell the merchandise; they are called merchant middlemen. Others-such as brokers, manufacturers representative and sales agents-search for customers and may negotiate on behalf of the producers but do not take title to the goods; they are called agent middlemen. Still others-such as transportation companies, independent warehouses, banks and advertising agencies –assist in the performance of distribution but neither take title to goods nor negotiate purchases or sales; they are called facilitators.

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