![]() ![]() ![]() This is something a manufacturer could never do directly because a store of only one type of product may not attract any customers. For example, a retailer takes mass qualities of products, divides them up, sends them to stores, and places them with other products so that customers can come and fulfill all their needs in one shop. Use middleman, but try to distribute your business over many of them and develop direct to customer channels in parallel.Ī middleman or an intermediary is someone with a business interest in taking a product, service or message from another business and delivering it to a customer.Īt best, these businesses add value by developing distribution networks to customers the company would not have access to. Their business might be damaged or destroyed by a sudden loss of access to their customer, negotiating from a position of weakness and not have the feedback from customers to improve their offering. Types of communication intermediaries include attention brokers, directories, influencers, ad networks, marketing agencies, and hosts.Ĭompanies dependent on any one channel are in a poor strategic position. Types of supply chain intermediaries include wholesalers, retailers, agents, dealerships, and white Label Buyers. Bad intermediaries can use their position as rent-seeking, adding no value to the process. Good intermediaries can provide access to customers that a company would not otherwise have the opportunity to serve. Intermediation, or letting other businesses get in the way of customers, can build a brand but put it in a poor strategic position.Ī middleman or intermediary is an individual or company with a business interest in staying between one company and its customer. ![]()
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