Analysis of Wholesaler Intermediaries and Retail Marketing Components

This report provides a comprehensive overview of marketing, focusing on wholesaler intermediaries, marketing channel functions, and retail marketing components. It explores the roles and services of wholesaler intermediaries, including transactional, logistical, and facilitating functions within marketing channels. The report delves into strategic decisions, such as licensing and marketing partnerships, and analyzes the components of retail marketing, including strategy, target market, and sustainable competitive advantage. Additionally, it examines the different types of wholesaling intermediaries based on ownership and the services they offer, such as those provided by merchant wholesalers, agents, and brokers. The report also highlights the role of technology in modern marketing, emphasizing its impact on competitive advantage and efficiency. The report provides valuable insights into the interconnectedness of these elements and their impact on overall marketing effectiveness.

MARKETING
Running Head: Marketing 0

MARKETING 1
Table of Contents
Wholesaler intermediaries.....................................................................................................................3
Marketing channel functions.............................................................................................................3
Transactional functions (Creating utility)......................................................................................3
Logistical functions (Providing services).......................................................................................3
Facilitating functions (Lowering costs).........................................................................................3
Strategic decisions.................................................................................................................................4
Licensing...........................................................................................................................................4
Marketing partners.............................................................................................................................4
Distribution partners..........................................................................................................................4
Components of retail marketing............................................................................................................4
Retail strategy....................................................................................................................................4
Target market....................................................................................................................................4
Retail format......................................................................................................................................4
Retail market.....................................................................................................................................4
Sustainable competitive advantage....................................................................................................4
Services of wholesaler intermediaries...................................................................................................5
Assistance in distribution...................................................................................................................5
Warehousing facility..........................................................................................................................5
Link of regular production.................................................................................................................5
Difference between the major type of wholesaling intermediaries........................................................5
Based on Ownership..........................................................................................................................5
Manufacturing owned facilities.....................................................................................................5
Independent wholesaling intermediaries........................................................................................5
Services typically offer......................................................................................................................5
Merchant wholesaler......................................................................................................................5
Agents and Brokers.......................................................................................................................5
Role of technology................................................................................................................................5
References.............................................................................................................................................6

MARKETING 2
Wholesaler intermediaries
Intermediaries of wholesaling provide values to customers. Intermediaries do not have
direct contact with customers. These provide benefit and service to customers directly
(Bernard & Grazzi, 2015). These generate utility and enhance time utility, ownership utility,
and place utility. The place utility allows consumers to accomplish products when they need
them. The place utility delivers services and goods to retail sectors and other locations. The
ownership utility refers to ownership or title of the product that is transferred to consumers.
Remunerations of these utilities generate great value to its consumers. The place utility and
time utility delivers accessibility that all persons have become a customer to. These have a
location and time that benefits the consumer. This is something that smaller producers or
retailers may not consume ability to handle on their own (Coimbra & Rey, 2017).
Wholesaling intermediate supports consumers to achieve a great advantage from their
existence.
Marketing channel functions
Many of the functions are served by the marketing channels. These include and
creates utilities to facilitate the change of efficiencies. Some of the functions performed by a
single member and accomplished by independent and joint efforts. Marketing channels like
distributors, wholesalers, and retailers provide three kinds of functions: purchasing product to
resale consumers, product distribution to customers, and supporting sales to consumers by
other and financing services (Gabrielsson & Gabrielsson, 2019).
Transactional functions (Creating utility)
In this channel, the product is purchased and sold to the customer to increase the
revenue. Dealing remains with a channel partner as including a large number of customers.
Logistical functions (Providing services)
Wholesalers and distributors have a responsibility to deliver products to customers
physically.
Facilitating functions (Lowering costs)
This supports the sales force to gather information about the market with the help of
their intelligence.

MARKETING 3
Strategic decisions
Channel strategy decisions is a plan to reach customers through services and products.
These contain two functions: Selling to customers and delivering a customer experience
(Mitchell, Dean, & Sharfman, 2011).
Licensing
This function provides facilities to business to use brand or intellectual property like
the design of a product in exchange for fees.
Marketing partners
These partners provide a platform for advertising to reach customers. This also brings
a good number of customers to the market.
Distribution partners
Partners provide support to distribute, sales and delivery services, products, and
customers experience. These partners of distribution expand the sales to a new segment of
customers and new regions.
Components of retail marketing
Retail strategy
The resources and format of the retailer policies fulfill target market needs. This is
based on the policies to form a sustainable competitive benefit.
Target market
The segments of the market consists of the plans of retailers to focus on retail mix and
sources.
Retail format
This supports the environment of the retailer's operations. These satisfy the
requirement of the target market by offering pricing policies, promotional programs.
Retail market
A group of customers with the same needs fulfilled by using the same channel of
retailer and format (Magali, 2012).
Sustainable competitive advantage
The retailer has an advantage over its competitor as not copied by customers to
maintain a long time advantage (Kumar, 2011).

MARKETING 4
Services of wholesaler intermediaries
These provide a valuable service to producers or manufacturers.
Assistance in distribution
These collect orders from widely scattered wholesalers and buy goods in large
number to reach customer scattered in different parts of the country.
Warehousing facility
A wholesaler collects information and extent demand to pass the producers that
enable the production of goods according to the needs in the market.
Link of regular production
These have a useful intermediary function between the producers and retailers for
regular production to maintain a fluctuation in demand by matching supply.
Difference between the major type of wholesaling intermediaries
Based on Ownership
Manufacturing owned facilities
These owned all kind of facilities to focus on producing a certain number of products
in case of unexpected shortage or demand.
Independent wholesaling intermediaries
These include all activities that are necessary to sell goods or services to firms.
Services typically offer
Merchant wholesaler
These have the responsibilities regarding the entity that purchased by them for
industrial customers.
Agents and Brokers
These only have the liability on the possessed goods.
Role of technology
Technology in online shopping has full control of information and data. This is key
for wholesaler and retailers to obtain a competitive advantage. This brings the notice for
retailer and wholesaler to hustle the processes and deliver the cost of saving benefits to
retailers. This increase the involvement to respond to the market place by enhanced flexibility
and speed. This also enhances the process to deliver a product.

MARKETING 5
References
Bernard, A., & Grazzi, M. (2015). Intermediaries. Journal of Business Ethics, 97(04),
916-920.
Coimbra, N., & Rey, H. (2017). Intermediaries. Journal of Business Management,
01(01), 29-117.
Gabrielsson, M., & Gabrielsson, P. (2019). Strategies. International Journal of
Business Management, 20(01), 88-99.
Kumar, V. (2011). Sustainable Competition. Journal of Marketing, 75(01), 16-30.
Magali, J. (2012). Components of Retail Marketing. Journal of Retailing and
Consumer Services, 19(01), 140-149.
Mitchell, R., Dean, J., & Sharfman, M. (2011). Strategic Decision. Strategic
Management Journal, 32(07), 683-704.