Introduction

The ability to direct goods and services effectively from the producer to the consumer is the number one predictor of commercial success.

On completion of this unit, you will be able to
  • identify and compare various channels of distribution,
  • identify three major distribution policies and their products,
  • identify and evaluate the various roles in the distribution channel, and
  • describe the role of broker and commission agent for a retailer and manufacturer.
 


Note: The terms distribution channel, distribution chain, and supply chain are interchangeable. Within this course, we use the term distribution channel.