ARBUS302 Lecture Notes - Lecture 10: Breakcore, Direct Marketing, Logistics
16 Dec 2019
School
Department
Course
Professor
Document Summary
A marketing channel consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Middleman - any intermediary between the manufacturer and end-user markets. Agent or broker - any intermediary with legal authority to act on behalf of the manufacturer. Wholesaler - an intermediary who sells to other intermediaries, usually to retailers; term usually applies to consumer markets. Retailer - an intermediary who sells to consumers. Dealer - a more imprecise term than distributor that can mean the same as distributor, retailer, wholesaler, and so forth. The activities related to each function are presented in the table below. Marketing channels for consumer goods and services: the length of the channel is defined based on the number of intermediaries between a producer and buyer. As the number of intermediaries increases, the channel is viewed as increasing in length.
