The marketing intermediaries include distributors, agents, wholesalers, retailers etc. The role of intermediaries becomes very important in distribution of goods or services in marketing process. They play significant role in the marketing process by searching potential customers , maintaining link between firm and market, providing feedback etc.
Role of marketing intermediaries in the marketing process can be described as follows:
Role of marketing intermediaries in the marketing process can be described as follows:
1. Search For Potential Buyers
Marketing intermediaries search for prospective buyers of the goods or services.
2. Title Of Ownership
The role of intermediaries becomes very important in marketing process. They make producers free from worry about sale of their products by taking ownership of the product.
3. Communication Link
Marketing intermediaries establish communication link between firms and market, viz producer and consumers.
4. Wide Range Of Product
Marketing intermediaries collect different goods or services from different producers and supply them to the consumers.
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5. Economy
Marketing Intermediaries purchase huge amount of products at a time and supply to different customers. This minimizes distribution cost. As a result, the goods or services become comparatively cheap in price.
6. Feedback
Marketing intermediaries can receive regular reactions and experience of consumers about the products. Then they give information to the producers about the reactions and experience of the consumers. This gives chance to the producers to make necessary improvement in the quality of the product.
