In order to get our goods to the market, we have to use a marketing channel. Rarely does a company create an isolated marketing channel in order to reach the customers. Instead, companies reach out to <em>wholesalers, distributors and retailers.</em>
Retailers are closely related to the customer, as the customer always goes to the retailer first, in order to find a particular good.
On the other hand, wholesalers and distributors are the precursor in the goods' road to retailers, as the retailers reach out to these two channels to get the goods'. Wholesalers and distributors are never visible to the end user (consumer).
