There are different types of intermediaries in the marketing part of the business. Here is a brief review of the most important
There are different types of marketing intermediaries, in many cases they carry out extremely specialized and segmented functions, depending on the activity of the company they work with.
Any broker generates some type of marketing function that the parent company cannot (or should not) perform, here is a brief overview of the main functions of the marketing intermediaries.
Definition:
Faced with the need to successfully exercise the product distribution process, companies must go to other companies that perform these functions in a specialized way. In many cases, companies must cover logistics, packaging or packaging needs to properly carry out their activities.
Need:
Companies generally must go to strategic partners to develop all stages of marketing appropriately
In this situation, the need arises for companies to use intermediaries to perform tasks that are not within the company's reach.
Outsourcing can serve as a theoretical notion for the development of marketing intermediation
TYPES OF INTERMEDIARIES IN MARKETING AND FUNCTION:
Distributor: It is the wholesale intermediary, generally specialized in the sale of products with which the manufacturer expects support in the part of promotion and sale.
Wholesale: It is a mercantile establishment, which sells all kinds of products, exercising warehousing functions and which sells or resells complete ranges of products to both companies and end consumers.
Retailer: It is the commercial establishment that is dedicated to selling to final consumers (retail sale)
Retail marketer: It is an independent business that generates links between companies and end consumers.
Wholesale marketer: It is an independent business that is dedicated to generating links and contacts between wholesalers and companies. Generally this figure is used in international marketing.
Broker: It is the intermediary that serves as a link between buyers and sellers without ever taking physical possession of any product.
Facilitator or logistics company: It is the company that collaborates in the development or performance of distribution activities other than buying and selling. (warehouse, transport, packaging etc)
There are intermediaries who dedicate themselves to specialized functions depending on the economic activity they carry out. An example is security companies.
TYPES OF FUNCTIONS CARRIED OUT BY INTERMEDIARIES:
Purchase: Acquisition of products for final consumption and resale.
Sale: Exercise the promotion and sale to both end consumers and corporate buyers.
Classification: The intermediary separates the different products from the supplier to exploit them separately.
Accumulation: Gather assets from various companies to offer them. (the typical case is the wholesaler).
Transportation: Movement of goods.
Market research: Some intermediaries perform the function of obtaining information for the development of market research.
Financing: Carry out cash operations to offer liquidity and in general resource solutions to both buyers and sellers.
Storage: Correct inventory management for subsequent sale or use.
Segmentation: Divide the products or services according to the different user profiles that exist. Factors: purchasing power, age, sex, etc.).
There are also specialized functions. An example is disposal and recycling activities.
The company is not only its productive infrastructure, it is also the logistics line and its ability to establish business relationships with both intermediaries and final and corporate consumers.
To understand the entire marketing process, it is pertinent to observe all the stages of value generation and understand that marketing can be analyzed as a large network of information and services so that the link is made from the product idea to the final consumption of the product. same
