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Marketing by Geoff Lancaste, Paul Reynolds

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9

Channels ofdistribution

9.1 Introduction

This chapter investigates the routes marketing companies take when attempting to ensure that their goods and services reach the intended market or market segments.

The term ‘distribution system’ refers to that complex of agents, wholesalers and retailers through which manufacturers move products to their intended markets. Marketing channels are usually made up of independent firms who are in business to make a profit. These are known as marketing intermediaries or middlemen. Distribution outlets can include combinations of owned and independent outlets, or arrangements like franchising.

Definition

The term ‘distribution system’ refers to that complex of agents, wholesalers and retailers through which ...

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