The manufacturer who wishes to focus solely on production, for whatever reason, will turn to the marketplace for distribution services. Here, it will seek a third party, an outside organization, and will contract with that organization to perform channel flows in return for some economic consideration, normally a price. The price is usually expressed as a margin (the difference between the price paid to the manufacturer [the reseller’s cost of goods sold] and the price obtained by the reseller), as a commission (a fraction of the resale price), or as a percentage of the reseller’s business (a royalty).