Advertising to Intermediaries

Market Intermediaries
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Market intermediaries are those people or companies mostly known as middle or distribution intermediaries. They play a big role in distribution of a company’s product from the company to end consumer ( HYPERLINK "/search?tbo=p&tbm=bks&q=inauthor:%22Jr.+Perreault,+William%22&source=gbs_metadata_r&cad=5" William,  HYPERLINK "/search?tbo=p&tbm=bks&q=inauthor:%22Joseph+Cannon%22&source=gbs_metadata_r&cad=5" Cannon & HYPERLINK "/search?tbo=p&tbm=bks&q=inauthor:%22E.+Jerome+McCarthy%22&source=gbs_metadata_r&cad=5"  McCarthy, 2009). The four basic types of market intermediaries are the agents, distributors, wholesalers as well as the retailers.
Though a company would like to have the control of the market for its product, at times it is necessary to involve intermediaries in the marketing processes. In a situation where the company is introducing a new product in the market it will need to enhance the intermediaries with good information which they in turn spread the news about the product to their customer base for consideration. Another situation where advertisement to intermediaries might be necessary is in case of insurance schemes. The agent must be fully informed before he takes the initiative of selling any policy to the targeted customer. Thirdly, in case of a product that is new and ready for...