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7.4 The types of intermediaries
Table 7.4: The types of intermediaries
Channel 2 RETAILER CHANNEL
The products move from the producers, to the retailers and finally
to the consumers.
Normally, the retailers are large with chain of stores, able to
perform their own wholesaling functions.
EXAMPLE: Parkson and Toys-R-Us
Channel 3 WHOLESALER CHANNEL
The goods move from the producers to the wholesalers, to the
retailers and finally to the consumers.
Suitable for low-cost and frequently used items.
Many convenience stores and supermarkets will use this channel
choice.
Channel 4 JOBBER
a person who purchases items from importers, wholesalers, or
manufacturers and then sells them to retailers.
83
