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Terms in this set (37)

INTERMEDIARIES
Intermediaries help get the product to customers and can help fulfill functions such as sales and distribution.

Types of intermediaries, including:
wholesalers
retailers
agents
brokers
and dealers. While conflict can occur with and between intermediaries, it's important to take time to find intermediary partners that are a good fit for a company.

EMPLOYEES
Employees affect everything from product sales to customer service.

The employees are sometimes responsible for the product itself.

SHAREHOLDERS
Shareholders are investors in a company and have a stake and even influence in the decisions that are made.

In fact, for many marketers, part of their job is to communicate how well a product or company is doing to the shareholders.

CUSTOMERS
Customer is the main focus of the company. Not only do customers influence the purchases of other customers in the market (by word of mouth), but the wants and needs of the customer are the very starting point for marketing.

COMPETITORS
The actions of competitors can shape a marketer's strategy.
--Powerful competitors in a market can even set the price of a particular product or service.
--They can also validate your product ideas, help educate a target market, and drive product innovation.

SUPPLIERS
Suppliers directly influence a company.
-- If suppliers increase prices, then the marketer must decide whether or not to increase prices to maintain a certain profit margin.

The marketer must also make sure that suppliers maintain a certain quality level. If the supplier produces sub-par products, then that affects customer satisfaction and brand image.