BUSN 102 Study Guide - Final Guide: Hosiery, Retail, Direct Selling

• School: Drexel University
• Department: General Business
• Course: BUSN 102
• Professor: Larosa Juli

Document Summary

Marketing intermediaries (once called middlemen) are organizations that assist in moving goods and services from producers to businesses (b2b) and from businesses to consumers (b2c). They"re called intermediaries because they"re in the middle of a series of organizations that join together to help distribute goods from producers to consumers. Channel of distribution consists of a set of marketing intermediaries, such as agents, brokers, wholesalers, and retailers, that join together to transport and store goods in their path (or channel) from producers to consumers. Agents/brokers are marketing intermediaries who bring buyers and sellers together and assist in negotiating an exchange but don"t take title to the goods that is, at no point do they own the goods. Think of real estate agents as an example. Wholesalers are marketing intermediaries that sells to other organizations, such as retailers, manufacturers, and hospitals. Retailers are organizations that sell to ultimate consumers.