Marketing Intermediaries
Marketing intermediaries or middlemen are independent
individuals or businesses that help manufacturers and final consumers or end users in the performance of efficient distribution. They are marketing
institutions that do the buying, selling and negotiations involved in the
transfer of products flow and services from producers or ultimate owners
through them to the ultimate consumers.
Type of Intermediaries:
Wholesalers.
A wholesaler is an organization or
individual that serves as intermediary between producer and retailers
facilitating transfer of products and the titles to them. They buy goods in
bulk or large quantities from producers and sell them to retailers, dealers or
large users.
Retailers.
Retailers are individuals or
institutions that buy goods from manufacturers, producers of wholesalers and
sell them to the final consumers or users.
Function of Marketing Intermediaries:
(1) Selling
Function
(2) Buying
Function
(3) Market
Function
(4) Bulk
breaking Function
(5) Storage
Function
(6) Sorting
Function
(7) Assortment
Function
(8) Promotion
and Merchandizing Function
(9) Transport
Function
(10) Finance
and Credit Function.
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