Microsoft Word marketing doc

Merchant Middlemen
II. 
Agent Middlemen
1. Whole salers 
2. Retailers
a) Commission agents 
a. 
Manufacturer 
a. 
Small scale
b) 
Brokers 
wholesaler
Retailers
c) 
Forwarding 
agents 
b. Retail 
i) Unit stores
d) Clearing agents 
wholesaler
ii) Street Traders 
e) Auctioners 
c. 
Merchant 
iii)Market 
Traders 
f) 
Factors 
wholesaler
iv) Hawkers and 
peddlars 
v) Cheep Jacks 
vi) 
Syndicate 
stores 
b.
Large scale retailers
i) 
Departmental 
stores 
ii) Chain stores or multiple shops 
iii)Mail 
order 
houses 
iv) 
Co-operative 
societies 
v) 
Super 
markets 
Merchant middlemen are those who take title to the goods and carry 
business at their own risk. 
Wholesaler sells the goods to other middlemen but doesn’t sell to the 
ultimate consumers. 
Manufacturer wholesaler combines manufacturing with the wholesale 
business. 
Retail wholesaler is both a wholesaler and a retailer. 
Merchant wholesaler is one who buys goods in large quantities from the 
producer and sells them in small quantities to the retailers but not to the ultimate 
consumers. Merchant wholesaler perform a number of functions. 

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A retailer cuts bulk purchases into small lots to sell the goods to the 
ultimate consumers. He is the last link between the final user and the 
wholesaler or the producer. Retailers perform a number of functions. 
The small scale retailers doesn’t possess their own fixed shops. They 
move from place to place to sell their goods. They carry small quantities of 
stock of products and the investment is also quite meagre. 
In recent years the large scale retail trade has expanded considerably 
since it brings several advantages such as greater buying capacity, financial 
economies, expert management, economies in bulk buying, benefits of 
mechanisation and automation, maximum risk bearing capacity, intensive 
promotion etc. 
Departmental stores is a large retail establishment having in the same 
building a number of departments each of which confines its activities to sell 
one particular product. 
Chain stores or multiple shops refer to an organisation under which a 
large number of similar shops are opened at different places in one particular 
area or throughout the country under a centralised management and dealing in 
similar lines of goods. 
Mail order Business refers to “shopping by post”. Under this type of 
business, the orders are accepted and goods are delivered by post. 
Consumer’s co-operative stores is an association organised by consumers 
to obtain their requirements by purchasing in bulk and selling through the stores 
owned, managed and controlled by themselves. The basic aim of this stores is 
to eliminate the middlemen and their profits. 
Super Markets are also to be called as Super Bazars and self-service 
stores. According to Philips and Duncan - a super market is defined as “a 
departmentalised retail store usually handling a variety of merchanidse and in 
which the sale of food, much of which is on a self service, plays a major role”. 
Agent middlemen are also to be called as functional middlemen. Agent 
middlemen are those who do not take the title of the goods but do actively assist 
in the transfer of titles they work on commission basis and stand as a mediator 
between buyers and sellers. 
Commission agents are those agents who buy and sell goods for others 
on commission basis. 

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Broker is an agent employed to make bargains and contracts matters of 
trade, commerce between two parties for a compensation commonly called as 
brokerage. 
Forwarding agents are those agents who are employed to collect, forward 
and deliver goods to proper destinations. For which they are paid commission 
by the exporter for the services rendered to him. 
Clearing agents are those agents who receive the goods from abroad on 
behalf of the importers. For which, they charge the commission for their 
services rendered. 
An Auctioner is an intermediary authorised to sell goods at a public 
action. 
A factor is an agent employed to sell goods or merchandise consigned or 
delivered to him by or for his principal for a compensation. 
Modern marketing channels are : 
i) 
Tele 
marketing 
and 
ii) 
E-Commerce 
Telemarketing refers to a sales person imitating contact with a shopper 
and closing a sale over the telephone. 
E-Commerce, i.e., Electronic Commerce is defined as the actual buying 
and selling of goods or services electronically on line. Products are displayed in 
an on-line store and potential customers can read information about the products 
see them on the website and have the option to purchase them online. 
Storage of goods is usually done at a place is called “ware housing”. 
The 
different 
types 
of warehouses are, 
1 
Private 
warehouses 
2 
Public 
warehouses 
3 
Bonded 
warehouses 
4 
Duty paid warehouses, and 
5 
Refrigerated 
warehouses. 
The different modes of transport are. 

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1 
Road 
Transport 
2 
Rail 
Transport 
3 
Water 
Transport 
4 
Air 
Transport 
In each mode of transport, there are some advantages and disadvantages 
too.