Marketing and the Function of Intermediaries Term Paper

A look at the role of marketing intermediaries.
# 150454 | 2,389 words | 19 sources | APA | 2012 | PK
Published on Feb 17, 2012 in Business (Marketing) , Business (Consumer Behavior)


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Description:

This paper addresses the role of marketing intermediaries and how they add value in distribution and logistics. First, the paper describes what an intermediary may do and how it adds value for both producers and sellers. A list of companies that use intermediaries is given. Next, the paper describes market channels and how a good intermediary uses them. Then, the paper highlights a variety of functions that marketing intermediaries perform, which include transactional, logistical and facilitation functions. Finally, the paper addresses how intermediaries add value from the perspective of the manufacturer and the customer. The paper concludes by stating that marketing intermediaries yield great benefits not just for the producers and manufacturers but also for the consumers, customers and user of the products and services.

Outline:

Introduction
Marketing Channels
Functions of Intermediaries
How Marketing Intermediaries add Value
Value Addition from Manufacturers' Point of View
Value Addition from Customers' Perspective
Conclusion

From the Paper:

"Marketing is all about selling right goods to the right customers at right place at the right price. Selling products to the consumers is quite a complex process and the days are well past when it was considered that everything will sell and there was no need for any marketing effort. Therefore, a good marketer does not only create demand for products, but tries to tell consumers where the product is available or where they can purchase the product. Marketing Channel is a way that makes the products available to the consumers. It has been debated widely by the marketing management experts that if the product is not available easily to the consumers, regardless of the good quality, they will find other ways or products to meet their needs. This increases the importance of marketing channels and intermediaries fourfold. Hence, a company that does not use effective marketing channels or marketing intermediaries will lose business and will eventually have to go out of the market or suffer heavy losses. Therefore shrewd investment in innovating marketing channels with wider reach is something that markets are working upon. It can be concluded from the above discussion that marketing channels..."

Sample of Sources Used:

  • Armstrong, Gary and Kotler, Phillips. (2007).Principle of Marketing 12th Edition. Prentice Hall.
  • Brandimarte, Paolo and Zotter, Guilio.(2007). Introduction to Distribution and Logistics. Wiley
  • Daft, Richard. (1994), Management. The Dryden Publication
  • Drucker, Peter. (1990). The Essentials of Management. Prentice
  • Feldman, Robert. (2008). Essentials of Understanding Psychology. McGraw-Hill

Cite this Term Paper:

APA Format

Marketing and the Function of Intermediaries (2012, February 17) Retrieved July 29, 2014, from http://www.academon.com/term-paper/marketing-and-the-function-of-intermediaries-150454/

MLA Format

"Marketing and the Function of Intermediaries" 17 February 2012. Web. 29 July. 2014. <http://www.academon.com/term-paper/marketing-and-the-function-of-intermediaries-150454/>

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