The role of marketing intermediaries is primarily to sell products to the final consumers. In addition to selling products, marketing intermediaries add value to the final product or service. A distributor links raw materials with a manufacturer and then sells it to the consumer. These intermediaries act as go-betweens between the manufacturer and the final consumer. Which of the following statements about marketing intermediaries is true? Here are some possible answers to your question:
Marketing intermediaries are companies that bring together manufacturers and consumers, facilitating the sales process, but do not take ownership of the goods. Many marketing intermediaries perform their jobs inefficiently and are often eliminated. Some intermediaries add costs to the product and provide little real value. Therefore, they are not a desirable option. Marketing intermediaries can be eliminated, while other companies can perform their functions more efficiently.
The main purpose of marketing intermediaries is to make products and services available to consumers. Since intermediaries have direct contact with customers, they are aware of market trends and can match products to customer needs. However, these intermediaries take a portion of the profit and decision-making power from the manufacturer. Despite these benefits, there are still a number of disadvantages to using intermediaries. A few of them are highlighted below.
A: The role of marketing intermediaries in a company’s marketing strategy is to reduce costs by leveraging other companies’ established channel. However, it can be costly and time-consuming to establish marketing channel relationships. If you don’t have an existing relationship with another manufacturer’s channel, it would be beneficial for you to form a strategic channel alliance. By creating a strategic channel alliance, you will gain access to a company’s proven marketing channel.
While a producer can handle the tasks of an intermediary, it may not be able to afford to do them themselves. In some cases, the producer can obtain a superior return on investment by investing the majority of the capital in the core business. Marketing intermediaries are often a better option for this type of transactional activity because they combine internal and external factors. The transactional functions of marketing intermediaries include contacting and promoting, negotiating, and risk taking. In addition, they may perform logistical functions, such as physically distributing and storing products.
Lastly, the role of retail intermediaries can also be seen in the distribution of goods and services. These intermediaries may be supermarkets or shopping malls, while other intermediaries may be agents or wholesalers. Retail intermediaries may be used to distribute products, but their roles will differ depending on the type of business and the operating market. In the pharmaceutical industry, wholesalers and retailers may be used to market products. Similarly, e-commerce platforms may be considered a form of retail.
Despite the importance of marketing intermediaries in the retail sector, not all businesses make use of them. They act as middlemen between manufacturers and consumers. Often, they gain decision-making power from manufacturers and charge a predetermined percentage of the transaction. The only difference is that retail intermediaries generally purchase larger quantities of goods than other intermediaries. They may also work with third-party companies in the sales process.