Marketers can go through wholesalers, who often break down shipments of products into smaller lots needed by individual stores. Smaller marketers may use agents. This helps get the producer's products to the wholesalers and retailers that bring them to appropriate consumer markets. C. Reaching Organizational Customers Through Marketing Channels 1. Since the organizational market covers fewer buyers and is more concentrated, marketers don't need as many channel partners.
Organizational marketers can bring their products directly to customers.
A direct channel is appropriate for marketing expensive or complex products, and when targeting large organization customers needing extra service. By going direct, you can be more responsive to consumer needs. Indirect organizational channels a. Agents, known as a manufacturer's representatives , focus on particular product categories and have needed contacts. Industrial distributors are marketing organizations that perform many of the functions that wholesalers perform. D. Using Direct Channels 1.