This document discusses the selection and management of marketing intermediaries. It defines intermediaries as individuals or businesses that facilitate the transfer of products from manufacturers to end users. The four main types of intermediaries are agents, wholesalers, distributors, and retailers. When selecting intermediaries, companies should consider their market knowledge, financial resources, skills and experience, reputation, and interview them. Intermediaries affect businesses by reducing distribution costs, promoting products through marketing channels to build brand loyalty, and increasing sales and revenue. Companies can advertise to intermediaries through trade publications, trade shows, and direct advertising. Intermediaries should be regularly evaluated based on metrics like stock levels, sales targets, delivery timelines, and customer feedback.

1. SELECTION AND
MANAGEMENT OF
INTERMEDIARIES
MADE BY:
TANYA SRIVASTAVA

2. INTERMEDIARIES
• Marketing intermediaries, also known as distribution intermediaries,
are hired by the product manufacturer to promote, sell and distribute
the products to the final consumer.Intermediaries are individuals or
businesses that make it possible for the product to transfer it from the
manufacturer to the end user, essentially facilitating the sales process.
• The four basic types of marketing intermediaries are;
• Agents
• Wholesalers
• Distributors
• Retailers.

3. SELECTION PROCESS OF THE INTERMEDIARIES:
It’s crucial that you find the right intermediary for your job. Whether
you’re hiring any intermediary, you need to make sure they know the
local market, will maintain your reputation, and can get a good price
for your product. Following measures can be adopted to select
intermediary:
• Knowledge of product and market to intermediary: Initially, you
can test out their market knowledge by asking them some
questions about local business conditions; maybe ask them who
your competitors will be, and whether the market has potential for
growth.

4. Financial standing of intermediary:
It’s also crucial that you find out whether the intermediary has the resources to
service your product effectively. Do some research on the company; find out
how many staff they have at their disposal, and whether their staff can offer
technical and after-sales skills. Find out whether they possess full trading rights
for your target market, and, if possible, get some details on their financial
background.
Skills and experiences of intermediary
You can also ask the intermediary how they plan to sell your product, and how
they’ve promoted similar products in the past. If possible, take a look at their
existing customers – if they’re selling to firms with bad reputations, you may
want to steer clear of them.

5. Reputation of intermediary in the market and customers:
Don’t forget to take a good look at how they promote themselves – if they can’t
sell their own product, there’s a good chance they won’t be able to sell yours.
Examine their website, they marketing literature, their business cards and the
way they structure their correspondence with you. If they look sloppy or
unprofessional, don’t use them.
Interview:
Never be afraid to ask questions – before you make your final selection decision,
you need to have all the facts and figures at your disposal, and it’s unlikely that
an intermediary will be offended if a potential client asks about their business.

6. HOW DO MARKET INTERMEDIARIES AFFECT
BUSINESS?
To get a finished product to the end consumer, a corporation generally goes
through several channels of distribution. One of the core facilitators of
distribution is the market intermediary who works as the connection between
the product and the customer. Because they are such an influential part of the
distribution chain, these intermediaries affect the business in a number of
ways.

7. Revenue and Sales:
Hiring market intermediaries for distribution activities is oftentimes far less
expensive than if the companies were to perform those activities on their own,
resulting in higher profit on the end product and less cost spent on advertising
or promotion.
Packaging and Promotion:
Intermediaries generally have a keen awareness of the consumer market and
insight into establishing customer relationships. Marketing intermediaries work
to promote the product through marketing channels, which builds customer
relationships and ultimately increases brand loyalty and awareness. The proper
development of a marketing plan, promotion and packaging ensures repeat
customers and can affect the success or failure of a product.

8. ADVERTISING TO INTERMEDIARIES
.
Advertising directly to intermediaries can help business owners form profitable
connections and partnerships.
Advertising can be done in following ways:
Trade Publications
Trade magazines are print publications that target members of a particular
industry.Advertising in trade magazines allows businesses to deliver sales
messages to many intermediaries at once, making it a cost-effective option,
especially compared to advertising in general-interest magazines that target
everyday consumers.

9. Trade Shows
Trade shows allow business owners to advertise themselves on an individual
level. Representatives might demonstrate products and distribute pamphlets,
as well as set up booths that have television displays and informational posters.
Business owners and their representatives can mingle with others in their
industry and make valuable connections with potential intermediaries.
Direct Advertising
Business owners also can use traditional marketing techniques, such as direct
advertising, which requires generating or buying a list of potentially valuable
contacts.A direct mail campaign would involve mailing product information and
literature to individual contacts, while a telephone campaign would involve
calling each contact to determine if there is any interest.

10. Evaluation process of intermediaries :
The company should make certain standards so as to measure the performance of
the intermediaries on a regular basis. These standards should measure the:
Average stocks
Target achieved
Time lines for delivery
Post purchase dealing
Credibility in market
Credibility in market
Customer feedback

11. On the basis of these evaluations, the intermediaries should
be awarded and appreciated. On the other hand,
intermediaries with average, low or poor performance
should be stimulated, retrained or terminated respectively.