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Customer Reactions and Responses to Marketing Efforts Analysis

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Customer Reactions and Responses to Marketing Efforts Analysis

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Questions and Answers

What is disintermediation?

The removal of intermediaries such as distributors or brokers that formerly linked a company to its customers.

Provide an example of disintermediation.

Hotels or airlines selling services directly to customers through their own channels, cutting out their channel partners.

What is reintermediation?

The creation of new intermediaries between customers and suppliers providing services such as supplier search and product evaluation.

Give an example of reintermediation.

<p>Tiket.com offers a single platform for buyers to search, compare, and purchase airline tickets from multiple airlines (suppliers).</p> Signup and view all the answers

What are some implications of reintermediation for Internet marketers?

<ol> <li>Ensure the company is represented by new intermediaries in the chosen market sector. 2. Monitor competitor prices potentially through intermediary websites.</li> </ol> Signup and view all the answers