Answered: Explain Marketing intermediaries?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Explain Marketing intermediaries?

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Introduction

After producing a product, an organization cannot move to various parts of the cities or states to sell its products. It does need various help of some organizations/agents to take the product to the customers. These organizations are known as intermediaries.

Marketing Intermediaries

There are the following types of marketing intermediaries:

Agents/Brokers: The marketing intermediaries that help an organization sell the products based on commission on the sales.
Wholesalers/Resellers: Those who first buy the goods and services and then sell them according to the demands of the market are wholesaler/reseller,
Distributors: The intermediaries that do not buy the product but increase sales between the wholesaler and the retailer.
Traditional Retailer: Retailers are available online also, and hence, retailers are essential intermediaries in marketing.

Marketing Intermediaries have two primary reasons for their existence:

Availability: With the help of marketing intermediaries, products are made available in the market, that too at every place.
Enhance prospect of sales: More will be the product's availability in the market, better will be the prospect of sales in the market.

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