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    Functions of Intermediaries

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    Rahul Mathur
    This document discusses the functions of marketing intermediaries. It provides an example of Landmark, a large book and music retailer in India. It then outlines 8 key functions of marketing intermediaries: (1) providing information, (2) promotion, (3) contacting customers, (4) matching customer needs to supplier offerings, (5) negotiation, (6) physical distribution, (7) financing, and (8) risk taking. Marketing intermediaries play an important role in the transfer of products from manufacturers to customers.

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    Functions of Intermediaries

    Uploaded by

    Rahul Mathur
    188 views10 pages
    This document discusses the functions of marketing intermediaries. It provides an example of Landmark, a large book and music retailer in India. It then outlines 8 key functions of marketing intermediaries: (1) providing information, (2) promotion, (3) contacting customers, (4) matching customer needs to supplier offerings, (5) negotiation, (6) physical distribution, (7) financing, and (8) risk taking. Marketing intermediaries play an important role in the transfer of products from manufacturers to customers.

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    1. Functions of Intermediaries

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    This document discusses the functions of marketing intermediaries. It provides an example of Landmark, a large book and music retailer in India. It then outlines 8 key functions of marketing intermediaries: (1) providing information, (2) promotion, (3) contacting customers, (4) matching customer needs to supplier offerings, (5) negotiation, (6) physical distribution, (7) financing, and (8) risk taking. Marketing intermediaries play an important role in the transfer of products from manufacturers to customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    188 views10 pages

    Functions of Intermediaries

    Uploaded by

    Rahul Mathur
    This document discusses the functions of marketing intermediaries. It provides an example of Landmark, a large book and music retailer in India. It then outlines 8 key functions of marketing intermediaries: (1) providing information, (2) promotion, (3) contacting customers, (4) matching customer needs to supplier offerings, (5) negotiation, (6) physical distribution, (7) financing, and (8) risk taking. Marketing intermediaries play an important role in the transfer of products from manufacturers to customers.

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    © All Rights Reserved
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    of 10

    Functions of intermediaries

    Table OF Content

    •Meaning of Intermediaries
    •Example of Intermediaries
    •Functions of marketing intermediaries
    Mapping of LO and PO
    S.No. Learning Outcome Programme Outcome
    (the learner will be
    able to understand )
    1 Meaning of PO1. Apply knowledge of management theories
    Intermediaries and practices to solve business problems.
    Example of
    Intermediaries
    Functions of marketing
    intermediaries
    2 Meaning of PO1. Apply knowledge of management theories
    Intermediaries and practices to solve business problems.
    Example of
    Intermediaries
    Functions of marketing
    intermediaries
    Introduction : Intermediaries
    • Most producers do not sell their goods
    directly to the final users, between them
    stands a set of intermediaries performing a
    variety of functions.
    • These intermediaries constitute a marketing
    channel which is called a trade channel or
    distribution channel

    12/27/2019 MS 213 2
    Contd…
    • The products or services are transferred from
    manufacturer to the customers through
    marketing intermediaries.

    • The place, time and possession gaps are


    overcome by the marketing intermediaries
    that separate the products or services from
    their users.
    Example
    Landmark. A Tata Enterprise is India's largest
    books and music retailer.

    It is part of Trent limited the retail arm of the


    Tata conglomerate that also operate Westside
    and star bazar. landmark has succeeded in
    developing a strong customer franchise through
    a wide range of products available at its retail
    outlets and online portal.

    12/27/2019 MS 213 4
    Functions of marketing intermediaries.
    1)Information: One big function of marketing
    intermediaries is that they are helpful in
    provision of useful information about the forces
    and actors in the markets in the management
    and marketing research teams.

    2)Promotion: They also communicate with the


    customers about the new offering of the
    businesses.
    Contd…
    3)Contact: Prospective customers are found by the
    marketing intermediaries and then they are
    effectively communicated by these intermediaries.

    4)Matching: Marketing intermediaries also match


    the various diversified needs and wants of
    customers to the different supplies of the
    manufacturers including the assembling, grading
    and packaging of products.
    Contd…
    5)Negotiation: This is an important function in
    which the intermediaries negotiate with the
    customers in order to reach at a certain price so
    that the ownership of the product is shifted.
    There are also some other functions that are
    performed by these intermediaries which are.

    6)Physical Distribution: The physical


    distribution of products is also done by them.
    Contd…
    7)Financing: Intermediaries also provide some
    funding to the businesses which are properly
    used by the businesses to cover some of their
    distribution costs.

    8)Risk Taking: These intermediaries also take


    some risk in acquiring different old and new
    products or services from various businesses.

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