A customer who purchases the product for re-sale or who plays the major role in recommending the final product purchase. Examples of Intermediary customers would include wholesalers, distributors, retailers and consultants.
Mohawk recently launched a national advertising campaign to promote its brand. It offers its own alliance program called Mohawk MBA, targeted to the nation's largest retailers. The alliance offers market exclusivity for a specific product line, promotional support, sales and training seminars, and store management consulting.
(Year 1996-SIC 2273)
Explanation: Carpet retailers are Intermediary Customers for Mohawk in the carpet industry. Consumers are the Final Customers.
Fedders sells room air conditioners primarily to retailers. Fedders' orders have shifted away from distributors in recent years. Direct sales to retailers now account for upwards of 90% of its revenue, versus 64% in 1988 and 36% in 1984.
(Year 1992-SIC 3585)
Explanation: Retailers and distributors are both Intermediary Customers for Fedders.
Most sailboats, especially those over 40 feet long, are sold through brokers. Sailing magazines are full of listings.
(Year 1986-SIC 3732)
Explanation: Brokers are Intermediary Customers in this industry. The consumer is the Final Customer.
MBNA focuses on affinity groups. It makes Visas and MasterCards for 4,300 of them. MBNA's cardholders tend to have family incomes 20% above the national average and to carry balances of roughly $3,000, versus an industry average of $1,073.
(Year 1996-SIC 6141)
Explanation: The affinity groups are Intermediary Customers that direct the purchases of the Final Customers, the consumer members of the affinity groups. These affinity group programs enable MBNA to create a Large or Very Large Customer out of many Small and Medium Customers.
Many consumers go to branded hotel company websites first, but still end up buying from the travel websites because the prices are lower. Six Continents found that more than 50% of the customers who booked a Six Continents room through Hotels.com first checked the prices on one of the Six Continents branded sites.
(Year 2002-SIC 7011)
Explanation: Hotels.com is an Intermediary Customer for the large hotel companies.