Therefore the manufacturer goes for a loss in revenue. The intermediaries would never offer their services to the manufacturer unless they made a profit out of selling his products. They are either made a direct payment by the manufacturer, for instance shipping costs or as in the case of retailers by selling the product at costs higher than the price at which the product was bought from the manufacturer also known as markup.
The manufacturer could have sold at this final price and made a greater profit if he had been managing the distribution all by himself. Along with loss over the revenue the manufacturer also loses control over what message is being conveyed to the final customers. The reseller may engage in personal selling in order to increase the product sale and communicate about the product to his customers. He might exaggerate about the benefits of the product this may lead to miscommunication problems with end users.
The marketer may provide training to the salespersons of retail outlets but on the whole he has no control on the final message conveyed. In various cases like transportation delays the product loses its importance in the channel and the sales suffer.
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