What are the various types and functions of marketing intermediaries? Which are more
important for large business and why? Which are more important for the small business and
why? How could additional marketing channel options in the simulation help you better serve
your target market?
There are numerous types of marketing intermediaries that include middleman, agent or
broker, wholesaler, retailer, distributor, and dealer (Kerin et al., 2020). The middleman is an
intermediary between the manufacture and end-user market. Agent or broker is an
intermediary that has legal authority to act in the best interest of the manufacture. The
wholesaler sells to other intermediators, which is typically the consumer market. Retailer sells
to the end consumer. The distributor performs a variety of distribution functions but typically
to the business markets. A dealer is an intermediary that can be a distributor, retailer,
wholesaler and so forth (Kerin et al., 2020).
Wholesalers and distributors are more important to large business because a large business
depends on distributors to move large amount of goods to a large area to serve a large
market (Weedmark, 2019). Retailers are important for small businesses because they have a
smaller volume of products with limited capacity that operates in a smaller market
(Weedmark, 2019).
Additional marketing channel options in the simulation can help get the product to the
consumer faster and cheaper, while improving the company's potential market.
Kerin, R., and Hartley, S. (2022).
Marketing: The core
(9th ed.). McGraw Hill. ISBN-13: 9781260729184
Weedmark, D., (2019, February 1).
4 types of marketing intermediaries.
CHRON. Retrieved from
https://smallbusiness.chron.com/4-types-marketing-intermediaries-24330.html
