Retailers Consumers Agent/Broker Channel: Agents/Brokers Wholesalers Retailers Consumers Creston Vineyards: Direct Channels: Online and Wine clubs Retailer: Trader Joes Wholesaler: Locally in California Agent/Broker: Union Liquor Company in Chicago Factors Suggesting Type of Intermediary to Use Merchant Wholesaler: Standard, Simple, High, Frequent Agent/Broker: Custom, Complex, Low, Infrequent Channel Functions: Transactional Functions: Contacting/Promotion, Negotiating,…
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