In the past, intermediaries performed certain functions better than most manufacturers. These functions include transportation, storage, selling, and advertising. Not only are intermediaries more efficient, but they are more effective than manufacturers as well. Intermediaries were often better at performing their functions than a manufacturer or consumer could be. Recently, technology has made it possible for manufacturers to reach consumers much more efficiently.
Some manufacturers reach consumers directly on the Internet.
Retailers are now so closely linked with manufacturers that they can get delivery several times a day. Wholesalers are not yet obsolete, but must change their functions to remain viable. Some people think that if we could get rid of intermediaries, we could greatly reduce the cost of the things we buy. The text uses the example of Fiberiffic to illustrate how marketing intermediaries facilitate the movement of goods. Today many activities are being performed on the World Wide Web, and intermediaries ARE being eliminated.