Contemporary Marketing (MindTap Course List)
Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
Question
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Chapter 14, Problem 1ALR
Summary Introduction

To discuss: The meaning of marketing intermediary and their role.

The activity for communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing.

Expert Solution & Answer
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Explanation of Solution

The meaning of marketing intermediary is as follows:

A maketing intermediary is also known as middleman, is an organization that operates between the customer and manufacture or users of business within the channel.

The roles of intermediaries is as follows:

The main role of intermediaries is to act as distributors, handlers, sellers of goods, and movers. Examples of intermediary’s are retailers and wholesalers.

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