Do manufacturers need to understand intermediary market and product types?

Specifically, we show that the understanding of managers and intermediaries of the need to align intermediary, market, and product types is critical for a manufacturer.

Why is it important to align products with intermediary types?

However, it is critical to align resources dynamically so that we can suggest what to do when to the intermediaries” (FMCG). Hence, the third theme here was that managers believe that a form of alignment of products with the intermediary types can help increase manufacturers’ profit and intermediaries’ satisfaction.

Why do manufacturers allocate marketing flows to intermediaries?

In order to deliver the optimal level of service outputs to their target consumers, manufacturers are willing to allocate some of their tasks, or marketing flows, to intermediaries. As any marketing channel moves goods from producers to consumers, the marketing intermediaries perform, or participate in, a number of marketing flows, or activities.