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Types and Functions of Marketing Intermediaries

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What are the various types and functions of marketing intermediaries? Which are more important to large business and why? Which are more important for the small business and why?

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Marketing intermediaries offer manufacturers, distributors and retailers an opportunity to expand their business, offer different products, be more efficient, or reduce expenses, depending upon the type of intermediary. Some manufacturers choose to focus solely on manufacturing, so they may use a sole-selling agent to sell distribute product to others. Often, the manufacturer makes an agreement with the agent for exclusivity, thus taking advantage of the agents' wide number of contacts and economy of scale while paying the sole agent for the service. Marketers can be used in the same manner, in which they focus on ...

Solution Summary

This solution discusses the various types and functions of marketing intermediaries and explains which are more important to large business and why. It also discusses which are more important for the small business and why.

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