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1 pages/≈275 words
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Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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MS Word
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$ 4.32
Topic:
Advertising to Intermediaries
Essay Instructions:
Provide three examples when advertising to intermediaries might be necessary? What are the objective(s) of such advertising?
Your response should be at least 300 words in length. You are required to use at least your textbook as source material for your response. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
**if possible use source from Essentials of Marketing 12th Edition McGraw Hill **
Essay Sample Content Preview:
Market Intermediaries
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Market intermediaries are those people or companies mostly known as middle or distribution intermediaries. They play a big role in distribution of a company’s product from the company to end consumer ( HYPERLINK "/search?tbo=p&tbm=bks&q=inauthor:%22Jr.+Perreault,+William%22&source=gbs_metadata_r&cad=5" William, HYPERLINK "/search?tbo=p&tbm=bks&q=inauthor:%22Joseph+Cannon%22&source=gbs_metadata_r&cad=5" Cannon & HYPERLINK "/search?tbo=p&tbm=bks&q=inauthor:%22E.+Jerome+McCarthy%22&source=gbs_metadata_r&cad=5" McCarthy, 2009). The four basic types of market intermediaries are the agents, distributors, wholesalers as well as the retailers.
Though a company would like to have the control of the market for its product, at times it is necessary to involve intermediaries in the marketing processes. In a situation where the company is introducing a new product in the market it will need to enhance the intermediaries with good information which they in turn spread the news about the product to their customer base for consideration. Another situation where advertisement to intermediaries might be necessary is in case of insurance schemes. The agent must be fully informed before he takes the initiative of selling any policy to the targeted customer. Thirdly, in case of a product that is new and ready for...
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