Which intermediary might be included in an indirect marketing channel?

• A. Merchandise wholesaler
• B. Manufacturer
• C. Customer
• D. Freight carrier

Answer: (A)

In a marketing channel, intermediaries are the middlemen who help move goods from producers to consumers. An indirect channel relies on these middlemen to reach buyers. A merchandise wholesaler fits that role by purchasing from manufacturers in large quantities and selling to retailers or other intermediaries, effectively breaking bulk, providing storage, and extending market reach. The manufacturer is the creator of the product, not a middleman. The customer is the end user, not someone who facilitates distribution. A freight carrier provides transportation and logistics services, which, while essential, don’t function as a channel intermediary that participates in the resale process.