How influence on marketing : Like suppliers, marketing intermediaries form an important component of the company’s overall value delivery system. Marketing intermediaries also affect the marketing. It must partner effectively with
marketing intermediaries to optimize the performance of the entire system. Thus, today’s marketers recognize the importance of working with their intermediaries as partners rather than simply as channels through which they sell their products.
Example: When Coca-Cola signs on as the exclusive beverage provider for a fast-food chain, such as McDonald’s, Wendy’s, or Subway, it provides much more than just soft drinks.
If the distributor of coca cola does not provide adequate supports then it will become impossible for coca cola to reach its products to ultimate customers.
Similarly if the distributor s and dealers of Lexus are not providing the desired services to their customers then what will happen, customer will be dissatisfied, marketing activities will be affected.
