A direct channel is the simplest and shortest marketing channel, but most channels involve at least one intermediary. Which statement below describes a marketing intermediary?
A) Intermediaries develop networks of independent representatives who sell directly to consumers.
B) Wholesalers and retailers are both marketing intermediaries.
C) Marketing intermediaries do not take title to the goods they handle.
D) Service firms market primarily through long intermediary channels.
E) Marketing through an intermediary is usually inefficient, expensive, and time-consuming.

Question

A direct channel is the simplest and shortest marketing channel, but most channels involve at least one intermediary. Which statement below describes a marketing intermediary? ​
A) ​Intermediaries develop networks of independent representatives who sell directly to consumers.
B) ​Wholesalers and retailers are both marketing intermediaries.
C) ​Marketing intermediaries do not take title to the goods they handle.
D) ​Service firms market primarily through long intermediary channels.
E) ​Marketing through an intermediary is usually inefficient, expensive, and time-consuming.

Quizplus · Accepted Answer

Wholesalers and retailers act as intermediaries in the distribution process by purchasing and reselling goods, thereby facilitating the movement of goods from producers to consumers.

A Direct Channel Is the Simplest and Shortest Marketing Channel