They bring marketers together with customers downstream in the value chain. Manufacturer's representatives , also known as manufacturer's agents, are independent salespeople who market to customers in a specific geographic area. Reps market several related but noncompeting product lines. They are paid a percentage on each sale. Selling agents offer more services than reps, taking on all the marketing responsibilities for the manufacturers they represent.
Brokers are independent wholesalers who arrange sales between manufacturers and customers.
The Changing Role of Wholesaling 1. Wal-Mart and other large retailers are shortening the marketing channel, and cutting costs, by buying directly from manufacturers. The functions formerly performed by wholesalers are being handled by manufacturers or retailers. In response, more wholesalers are strengthening channel relationships by adding value. Wholesalers are also becoming more flexible, helping to streamline the movement of products through the channel.