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Distribution mix: the combination of distribution channels a firm selects to get a product to end- users. purpose of distribution: make to product easy to find & make the product easy to get. Intermediary: any individual or firm other than the producer who participates in a product"s distribution. Two principle issues: customers have to be able to find it, see it, sample it, easily & Customers have to able to buy it quickly and easily. Wholesalers: intermediaries who sell products to other businesses, which in turn resell them to end- users. Retailers: intermediaries who sell products to end- users. Distribution channel: the path a product follows from the producer to the end- user. Direct channel: a distribution channel in which the product travels from the producer to the consumer without passing through any intermediary. Sales agent (or broker): an independent business person who represents a business and receives commission in return, but never takes legal possession of the product.