IGNOU BCOE 141 2025 - Discuss the criteria for selecting marketing intermediaries.

Question

Discuss the criteria for selecting marketing intermediaries. What challenges do firms face in managing them effectively?

05 Oct 2025

Answer :

Word Count : 288

Selecting appropriate marketing intermediaries is a crucial decision in implementing an effective distribution strategy. The selection process is guided by several criteria that ensure intermediaries align with the company’s marketing objectives and target market requirements. One major criterion is market coverage, where firms evaluate the intermediary’s ability to reach the desired geographic area and customer segments. Financial stability is another key factor, as intermediaries must possess adequate resources to handle inventory, credit, and promotional activities without operational risk. The intermediary’s reputation

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