marketing intermediary
Quick Summary
A marketing intermediary is a business that helps producers get their products or services to the final consumer. Many companies use these intermediaries, such as wholesalers, retailers, agents, and brokers, instead of selling directly to customers. These intermediaries form the "channel of distribution" and perform essential functions like marketing research, promotion, negotiation, financing, and physical distribution.12
Intermediaries can offer greater efficiency and wider market access than a producer might achieve alone. The specific intermediaries used and the structure of the distribution channel are critical marketing decisions, influenced by the desired level of customer service, including factors like delivery speed, product availability, and variety.12
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