Marketing Intermediaries

Marketing intermediaries Marketing intermediaries help the company to promote, sell, and distribute its prod-

Firms that help the company to promote, ucts to final buyers. They include resellers, physical distribution firms, marketing serv-sell, and distribute its goods to final buyers. }ces agencies, and financial intermediaries. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Selecting and partnering with resellers is not easy. No longer do manufacturers have many small, independent resellers from which to choose. They now face large and growing reseller organizations such as Wal-Mart, Target, Home Depot, Costco, and Best Buy. These organizations frequently have enough power to dictate terms or even shut smaller manufacturers out of large markets.

Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Marketing services agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.

Like suppliers, marketing intermediaries form an important component of the company's overall value delivery system. In its quest to create satisfying customer relationships, the company must do more than just optimize its own performance. It must partner effectively with marketing intermediaries to optimize the performance of the entire system.

Thus, today's marketers recognize the importance of working with their intermediaries as partners rather than simply as channels through which they sell their products. A For example, when Coca-Cola signs on as the exclusive beverage provider for a fast-food chain, such as McDonald's, Wendy's, or Subway, it provides much more than just soft drinks. It also pledges powerful marketing support.

Mcdonald And Coke Signs

Partnering with marketing intermediaries: Coca-Cola provides its retail partners with much more than just soft drinks. It also pledges powerful marketing support.

Coke assigns cross-functional teams dedicated to understanding the finer points of each retail partner's business. It conducts a staggering amount of research on beverage consumers and shares these insights with its partners. It analyzes the demographics of U.S. zip code areas and helps partners to determine which Coke brands are preferred in their areas. Coca-Cola has even studied the design of drive-through menu boards to better understand which layouts, fonts, letter sizes, colors, and visuals induce consumers to order more food and drink. Based on such insights, the Coca-Cola FoodService group develops marketing programs and merchandising tools that help its retail partners to improve their beverage sales and profits. For example, it recently created its Ponle Mas Sabor Con Coca-Cola program designed to help retail partners take full advantage of opportunities in the fast-growing Hispanic market. Coca-Cola FoodService's Web site, www.CokeSolutions.com, provides retailers with a wealth of information, business solutions, and merchandising tips. Such intense partnering efforts have made Coca-Cola a runaway leader in the U.S. fountain soft-drink market.3

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Responses

  • Ellen
    How coke has developed relationship with marketing intermediaries?
    7 years ago
  • abelino
    How coke has hjelped its marketing intermediaries?
    7 years ago
  • natalina napolitano
    Who is an intermediary for best buy companies?
    6 years ago
  • taylor
    Which marketing intermediaries are for best buy corporation?
    6 years ago
  • hanno ollanketo
    Why do companies change marketing intermediaries?
    5 years ago
  • carl
    Who are working as market intermediaries of coca cola?
    5 years ago
  • Tobias Eichelberger
    How many intermediaries do mcdonalds use?
    5 years ago
  • omar douglas
    Does subway provide intermediaries?
    5 years ago
  • diana baader
    How coca cola must improve their customer relationships ?
    5 years ago
  • Niina Weckstr
    What channel intermediary is mcdonald's?
    5 years ago
  • kyran
    How does mcdonalds marketing intermediaries work?
    5 years ago
  • Abrha
    Is MCDOnald considered as intermediaries?
    5 years ago
  • Nebay
    Is best buy a marketing intermediary?
    5 years ago
  • arwen
    Why are marketing intermediaries important?
    5 years ago
  • simonetta
    Who is the marketing intermediaries of McDonald's?
    5 years ago
  • Mezan
    What are coca cola intermediaries in tanzania?
    5 years ago
  • Maija Virta
    What type of marketing intermediares are importance to large companies?
    5 years ago
  • marcel
    How does reseller link to marketing intermediaries?
    5 years ago
  • Vernon
    How would company like subway against the mc donalds and how imc components would work?
    5 years ago
  • sandra
    Who are coca cola's marketing intermediaries?
    5 years ago
  • may
    Who are the intermediaries opf the coca cola company?
    5 years ago
  • MADOC T
    How does intermediaries influence mcdonald?
    5 years ago
  • Severi
    What is McDonad's market intermediary?
    5 years ago
  • ELELETA
    How coca cola impacts on intermediaries?
    5 years ago
  • kirstin
    What intermediary strategy does mcdonalds use?
    5 years ago
  • osman
    What intermediary strategy does mcdonald's use?
    5 years ago
  • habaccuc hornblower
    How procter and gamble conduct its marketing intermediaries?
    5 years ago
  • nicodemo castiglione
    What should manufacturers understand about the relationship with the intermediaries?
    5 years ago
  • VICKIE
    Does mcdonald's have limited amount of intermediaries?
    5 years ago
  • Thomas
    What are imtermediaries for fast food stores?
    5 years ago
  • BELLADONNA
    What are the benefits of marketing intermediaries for a customers?
    5 years ago
  • mentha
    How intermediaries satisfy customers?
    5 years ago
  • Terzo
    Which intermediary does Mc Donald's use?
    5 years ago
  • juha
    How does coca cola build customer relationships?
    5 years ago
  • germana
    Which function of marketing intermediaries are more important to large business and why?
    5 years ago
  • Lidia
    What is the most important marketing intermediaries to large companies?
    5 years ago
  • haddas
    How can advertising help intermediaries?
    5 years ago
  • pamphila
    WHAT does manufacturer and consumer intermediary do?
    5 years ago
  • hollie scott
    How do intermediaries help a company in asvertising?
    5 years ago
  • mario
    What is the strategy used as an intermediaries in marketing?
    5 years ago
  • myla
    What is the importance of marketing intermediaries?
    5 years ago
  • marilyn
    Does market intermediaries include researcher?
    5 years ago
  • Ruaraidh
    Who is imtermediaries of subway company?
    5 years ago
  • simon
    How intermediary channel influence customer?
    5 years ago
  • ilaria
    Why marketing intermediaries are used for customer?
    5 years ago
  • eetu k
    How do the cocacola company use cross functional team?
    5 years ago
  • Daavid
    Who is Costco intermediaries?
    5 years ago
  • Neftalem
    What type of channel intermediary is wendys?
    5 years ago
  • tobias
    What are the distribution intermediaries used by mcdonald's?
    5 years ago
  • PORRO
    Does coca cola use intermediary markets?
    5 years ago
  • albina li fonti
    Which type of marketing intermediaries are mor important to large companies?
    4 years ago
  • Jakob
    What intermediaries are more important to large businesses?
    4 years ago
  • tito
    Is best buy considered a marketing intermediary?
    4 years ago
  • Silke Rothstein
    What are the depot intermediaries?
    1 year ago

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