Discussion Principles of Marketing Explain why companies use marketing intermediaries. What are the functions of intermediaries? Why is it so important that channel members act as partners towards a...

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Principles of Marketing:
In many businesses the producer does not actually sell the product to the final user. In this business there is a distribution channel in place to offer the products to the consumers from the producers. These are called as marketing intermediaries. They are mainly the middlemen comprising of the wholesalers, retailers, agents, distributors. The producers use these marketing intermediaries to execute an assortment of necessary functions to get the product to the final user. These channels are called as the marketing channel of distribution.
Companies use these intermediaries as it is easier to reach the end users and also is less time consuming and cost effective. The marketing intermediaries have better reach to the customers through their network so the companies utilize that for better sales>the intermediaries in return focuses only on the marketing and the sales aspects of the product and need not spend money to produce the same. So its serves as a benefit for both the companies or the producers and the intermediaries who get the trade discounts and enjoy the benefits by selling the goods to the end users. Due to this process the...