THE ROLE OF MIDDLEMEN IN BEVERAGE INDUSTRY
CHAPTER ONE
INTRODUCTION
The need for certain goods and services in many parts of the world, that is the movement of goods and services to ultimate consumers began shortly after the commencement of marketing revolution. Many countries started looking for buyers everywhere, at times thousands of Kilometer from their homeland before they could get the ultimate consumer for their goods and services. Since the commencement of marketing countries have benefited from programme either by one way or the other. Before industrial Revolution (1789) there was no particular marketing. In the world of today marketing device means of getting their product to their consumers with ease.
Distribution department was ser up in order to be used as the best way of getting goods and services to the customers at the cheapest cost and in handling marketing as a catalyst of getting goods and services to the customers, that is to facilitate the movement of goods and services to customers. Middlemen play significant role in our social and economic system. Producer and middlemen work hand in hand in order to develop distribution strategies. Middlemen comprises of wholesalers and retailers.