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PLACE (Assessing Benefits of Distribution Channels (Specialists, Quick…
PLACE
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Types of Intermediaries
Agents
The agent is an independent entity who acts as an extension of the producer by representing them to the user.
Wholesalers
Wholesalers are also independent entities. But they actually purchase goods from a producer in bulk and store them in warehouses.
Distributors
Similar to wholesalers, distributors differ in one regard. A wholesaler may carry a variety of competition brands and product types
Retailers
Wholesalers and distributors will sell the products that they have acquired to the retailer at a profit. Retailers will then stock the goods and sell them to the ultimate end user at a profit.
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DEFINITION
In the marketing mix, the process of moving products from the producer to the intended user is called place. In other words, it is how your product is bought and where it is bought. This movement could be through a combination of intermediaries such as distributors, wholesalers and retailers. In addition, a newer method is the internet which itself is a marketplace now.
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