b10chap15 - 11/29/2011 Chapter 15: Distributing Products...

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11/29/2011 1 Chapter 15: Distributing Products Marketing Intermediaries – Once called “middlemen,” they are organizations that assist in moving goods and services from producers to businesses (B2B) and from businesses to consumers (B2C). They are called intermediaries because they’re in the middle of a series of firms that distribute goods. 15-2 15- 3 Marketing Intermediaries and the Supply Chain This arrow really represents a series of suppliers , e.g. the farmer, grain wholesaler and flour mill owner are each in the chain that provides flour. The Wholesalers arrow represents one or more sequential wholesalers.
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11/29/2011 2 True or False? Agents and brokers and wholesalers are types of marketing intermediaries. Agents and Brokers -- Intermediaries who bring buyers and sellers together and assist in negotiating an exchange but do not take title to the goods they offer. Wholesaler -- An intermediary that sells products to other organizations such as retailers, manufacturers, and hospitals. Retailer -- An organization that sells products to ultimate customers. 15-5
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11/29/2011 3 15- 7 ` About half the cost of the things we buy are marketing costs that go largely to pay for the work of intermediaries. ` Why don’t we get rid of the intermediaries and pass the savings on to the consumer? 15-8 Traditional Book Distribution Publisher Wholesalers Independent bookstores Consumers Publisher Amazon.com Consumers Amazon.com 15- 9 Exchange Efficiency in a World Without Intermediaries Hitachi Sony Mitsubishi Toshiba
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11/29/2011 4 15- 10 Exchange Efficiency in a World with Intermediaries Hitachi Sony Mitsubishi Toshiba Best Buy True or False?
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This note was uploaded on 01/11/2012 for the course BUSINESS 10 section taught by Professor Byronlilly during the Winter '12 term at DeAnza College.

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b10chap15 - 11/29/2011 Chapter 15: Distributing Products...

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