The Channels and Intermediaries of a Business Environment
Today there are so many methods as to how you would like your product to be sold. There are so many short, long and intermediate channels with intermediaries like retailers, wholesalers, brokers and agents to sell your product in the right way.
Retailers, Wholesalers and Customers when it comes to Services and Products
Short channels involves direct communication from the producer to the final customer or from manufacturer to wholesaler to final customer. For example, a gasket supplier will communicate directly with the customer who wants various products like pump packing, welding blankets, thermal insulators, thermal covers, sealing sets, metallic gaskets, valve packing, PTFE packing, gasket material and thermal covers of top quality. At the same time the customer can ask various questions he or she may have about gasket products and purchase the right products for his industrial operations.
At the same time there are trustworthy retailers today who go straight to the producers to get the products. A fine example would be supermarkets that go directly to the farm gates to buy the necessary products. They can get their fresh vegetables, fruits, milk products, meat products from the producer without the intermediary- the wholesaler being involved at all. In fact there are supermarkets today that have their own farm gates that produce organic vegetable, fruit and meat products that simplifies the process even more. Supermarkets of today provide a large variety of products in small quantities while wholesalers buy a small number of products in large quantities.
Brokers and Agents Involved in the Business Environment
Brokers and agents bring necessary parties together to satisfy their needs and wants. Today there are marriage brokers who bring the necessary parties together so they can get married to the partner they deem ‘suitable.’ At the same time travel agents are assigned with the task of finding the right flight schedule, the right place to stay and the right places to visit for the customers who are using their services. While brokers are provided money from both parties, the agent gets a principle from the company he is working for that provides the service to the customer.
In such a manner the mediums of selling an item should be able to satisfy the needs and wants of the customer. There is no point in promoting a channel that is ineffective when it comes to attracting consumers. Therefore a business must choose the channels with care. In a new world of internet shopping, self-service and new trends, forecasting what is the best for one’s company is vital for the going concern of a company.