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Unformatted text preview: Chapter 13 Marketing Channel o Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users Intermediaries o Middleman between manufacturer and end user markets o Agent/Broker legal authority to act on behalf of the manufacturer o Wholesaler intermediary who sells to other intermediaries, usually to retailers o Retailer sells to consumers o Distributor perform a variety of functions, including selling, extending credit, maintaining inventory o Dealer can mean the same as distributor, retailer, wholesaler, Transactional Function o Buying, selling, risk taking Logistical Function o Assorting, storing, sorting, transporting Facilitation Function o Financing, grading, marketing information and research Channel Structure and Organization o Direct Channel Producer deals directly with end consumer o Indirect Channel Producer deals with an intermediary who eventually deals with the end consumer o Multichannel Marketing...
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- Fall '11