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Channels + Partnerships (What are Marketing Channels? (Chains of…
Channels + Partnerships
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Types of Intermediaries
- Agents/Brokers: Act as a principal intermediary between the seller + buyers, bringing them together w/out taking ownership of the product.
Have legal authority to act on behalf of the manufacturer
E.g Universities use agents to recruit students in overseas markets
- Operate in international markets: have language skills, legal certs + business knowledge
- Pull together local producers + gets the goods together to put the shipment into bulk + find a market for it. Will also package, transport, store + maybe even finance it
- Merchants: Same as an agent but takes ownership of the product
- Distributors/Dealers: Distribute the product. Offer value through services like selling inventory, credit + aftersales. Often used in B2B markets but also deal w/ consumers E.g Automobile distributors like Honda
- Franchises: Franchisee holds a contract to supply + market an offering to the requirements of the franchisor [the original owner]. E.g McDonalds is very uniform + consistent w/ marketing, product assortment etc
- Wholesalers: Stocks goods before the next level of distribution. Has legal + physical possession of the goods. Usually don't deal w/ end user but w/ other intermediaries like Retailers
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- Have local market knowledge: have a network of local retailers/trade buyers who will buy from them repeatedly bc they have the right combination of stock
- Some companies try + combine the wholesale + retail models, e.g B+Q have a retail end for small goods + a trade end for purchasing massive goods
- Will send parts of the overall shipment to various ppl
- Retailers: Sell directly to end users + can purchase from either wholesalers or manufacturers. This depends on their purchasing power + the volume purchased
- Infomediaries: Growing type of intermediary. Internet-based organisations that provide info to channel members, including end users