Intermediaries provide logistic support that increases convenience to both the producer and the consumer by offering effective delivery and pre- and post-purchase customer service as well as facilitating manufacturer services, making them indispensable to most mid- and small-scale producers. Marketing channels make possible the flow of goods from a producer, through intermediaries, to a buyer.
Role of marketing intermediaries
Walmart and Target
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Retailers
4 types of Marketing IntermedieriesResellerPhysical Distribution FirmMarketing Service AgenciesFinancial Intermediries
logistical functions
These are the intermediaries used while marketing industrial goods to customers/companies.There may be zero/one/two/three level marketing channels in accordance with how many intermediaries are working in between the manufacturers and customers.
One of the most basic values provided by intermediaries is the optimization of the number of exchange relationships needed to complete transactions.
While marketing intermediaries may seem non-essential at first glance, their activities are crucial for enhancing efficiency and effectiveness in the marketing process. They facilitate the distribution of products, bridge the gap between producers and consumers, and provide valuable market insights. By handling logistics, inventory management, and customer relations, intermediaries enable manufacturers to focus on production and innovation. Thus, their role is integral to a streamlined and successful marketing strategy.
Marketing was with trade
Since they understand buyers' and sellers' needs, intermediaries are well positioned to reduce the uncertainty of each. They do this by adjusting what is available with what is needed.
But as the number of intermediaries approaches the number of organizations in the channel, the law of diminishing returns kicks in. At that point, additional intermediaries add little new value within the channel.