MARKETING INTERMEDIARIES

&
CHANNELS

SUBMITTED BY:
Aakash (09002)
Alakchchendra(09025)
Ashish Rai (09048)
 MARKETING INTERMEDIARY

A business firm that operates between

producers & consumers or business
users.

They may be a direct sale, wholesaler,

retailer.

Also known as middleman.

 Retailing

Mainly deal in selling goods & services

to ultimate consumers.

Eg. Westside, Pantaloons, etc.

 Wholesaler

Mainly deal in selling goods & services

to retailers, and sometimes end users.
Major Types of Wholesaling Intermediaries
 Direct Marketing

They directly communicate with consumer

or business recipient.

Eg. - Dell Computer.

 MARKETING CHANNELS

A system of marketing institutions that

promotes the physical flow of goods and
services, along with ownership title,
from producers to consumer or business
user.

Also called a distribution channel.

Types of Marketing
Channels
 Influencing Factors

.
CHANNEL STRATEGY DECISIONS

Distribution intensity: number of

intermediaries through which a
manufacturer distributes its goods.

Intensive distribution: channel policy

in which a manufacturer of a
convenience product attempts to
saturate the market
CHANNEL STRATEGY DECISIONS

Exclusive distribution: channel policy

in which a firm grants exclusive rights
to a single wholesaler or retailer to
sell its products and a particular
geographic area.

Selective distribution: channel policy

in which a firm chooses only a limited
number of retailers to handle its
product line.
 Channel Management
Once channels have been designed, the
challenge becomes effectively managing
all the relationships.

The challenge is to set up a system or

method for assigning responsibilities,
controlling behaviors, and monitoring
performance
THANK YOU !