Introduction

Commercial success is dependent on every member of the distribution chain understanding their roles precisely, and how brokers and agents can support those roles.

On completion of this unit, you will be able to
  • describe the types of wholesalers,
  • identify the services wholesalers provide,
  • describe the supporting roles of broker and commission agent,
  • identify the importance of supporting roles to channel distribution members,
  • identify and describe the roles of agent intermediaries, and
  • identify and describe the various types of retailers.



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