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Functions of Channel Intermediaries
Read the overview below and complete the activities that follow.
Most channels of distribution are not direct from producer to consumer. Instead, they contain a variety of intermediaries, formerly called middlemen, that play a role in the exchange process between producer and consumer. Channel intermediaries enhance utilities by providing a wide array of specific functions. Their contributions can be classified into physical distribution functions, transaction and communication functions, and facilitating functions.
This activity is important because marketing managers serving companies who function within one of the roles (e.g., manufacturer, agent, wholesaler, retailer) of a supply chain need to have an understanding of the different roles and value-added activities that channel members play in bringing a company's products to market in order to work effectively together to bring value to the end-user consumer.
The goal of this exercise is to demonstrate an understanding of the role that different channel members play within an indirect channel.
One function of channel intermediaries is physical distribution, or logistics, which is the integrated process of moving input materials to the producer, in process inventory through the firm, and finished goods out of the firm through the channel of distribution. A supply chain represents all organizations involved in supplying a firm, the members of its channels of distribution, and its end-user consumers and business users. The goal is coordination of these value-adding flows among the entities in a way that maximizes overall value delivered and profit realized. The management of this process is called supply chain management.