Explain the distribution mix and the role of intermediaries in the distribution mix.

The distribution mix is the combination of distribution channels by which a firm gets products to end users. This includes both consumers and industrial buyers of products. The success of any product depends on its distribution mix. The role of intermediaries is important in the distribution mix; intermediaries help to distribute a producer's goods, either by moving them or by providing information that stimulates their movement from sellers to customers. Two primary intermediaries are wholesalers and retailers. Wholesalers are intermediaries who sell products to other businesses for resale to final consumers; retailers sell products directly to consumers. Whereas some firms rely on independent intermediaries, others employ their own distribution networks and salesforces. Further, a distribution channel is the path that a product follows from producer to end user.