Types and Functions of Marketing Intermediaries

Marketing Intermediaries
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Marketing Intermediaries
Marketing intermediaries is a technical term used to represent the market players whose core function is to assist the manufacturers in ensuring the products and services reach the end users. The role played by marketing intermediaries in the supply chain is essential, both for the manufacturer and the end user. Marketing intermediaries can fall either in the category of independent businesses or organizations (Rosenbloom, 2013). Agents and brokers may fall under the category of independent businesses, while retailers, distributors, and wholesalers fall under the organization's type of marketing intermediaries. Besides the core function of bringing products and services to the end users, marketing intermediaries have other important roles to play in the market. Marketing intermediaries help manufacturers and businesses in the communication process regarding promotions, help match the products with the target m...