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Types of intermediaries in marketing science are
In marketing intermediaries are organizations and individuals who are involved in the business of trading between the manufacturer and the final customer (consumer or user) to cause the act of buying and selling to take place and be realized, including merchant intermediaries and agent intermediaries.
Merchant intermediaries, also known as dealers, are intermediaries who are engaged in the business of trading commodities and have ownership of products in the process of buying and selling commodities. It is also because they have ownership of the product, so in the process of buying and selling, they have to bear the business risk. Merchant middlemen can be further categorized into wholesalers and retailers.
Agent middlemen are middlemen who are entrusted by producers to engage in sales business, but do not own the goods. The agent's income is mainly from the commission or a certain percentage of sales revenue commission. Agents generally do not bear business risks.
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