Marketing intermediaries
A) add value that exceeds the cost of their services.
B) add cost that exceeds the value they provide.
C) increase the number of exchange relationships in the channel.
D) complicate the distribution process.

Question

Quizplus · Accepted Answer

Marketing intermediaries (e.g. wholesalers, retailers, agents, brokers) perform various functions such as breaking bulk, storing, promoting, selling, financing, and providing market information. When they do their job well, they can create efficiencies, reduce transaction costs, offer convenience, and enhance customer satisfaction, and thus, increase the overall value delivered to the customers. In this way, they add value that exceeds the cost of their services. Therefore, choice A is the correct answer.

Marketing Intermediaries