For heterogeneous shopping goods like automobiles, what type of intermediary should marketers ideally employ?

Using knowledgeable salespeople as intermediaries for heterogeneous shopping goods like automobiles is ideal because these products are typically high-involvement items that require a significant amount of consideration and personal interaction before a purchase. Consumers often have a wide array of choices and unique preferences when it comes to features, pricing, and financing options, which can complicate their decision-making process.

Knowledgeable salespeople can provide valuable insights, answer specific questions, and demonstrate the product's features in a way that online or automated options cannot. Their expertise helps build trust with customers, facilitating better engagement and personalized service, which is critical in helping consumers feel confident in their purchasing decisions. This consultative approach is particularly important for products like automobiles, where buyers often value tailored guidance to match their needs and preferences.