Agent and merchant wholesaler pg 319 Concerned with the activities of those

Agent and merchant wholesaler pg 319 concerned with

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often don’t have income to support mass distribution. ------------------------------------------------------------------------------------------------------------------------------------------ Agent and merchant wholesaler -pg 319- Concerned with the activities of those persons or establishments that sell to retailers and other merchants, or to industrial institutional, and commercial users, but that do not sell in large amounts to final consumers. There are different wholesalers doing different jobs. They are classified as agent, merchant, dealer or distributor. CHAPTER 13 Method of promotion -pg 330-331- personal selling -involves direct spoken communication between sellers and potential customers. Mass selling - Communicating with large numbers of potential customers at the same time. Sales Promotion - promotion activities, other than advertising, publicity, and personal selling- stimulates interest, trial, or purchase by final consumer. Meetings, displays, sales aid, portfolios, contests in company, trade shows, samples, coupons, calendars, gifts, allowances, price deals, catalogs, videos. Promotion objectives-pg 335-336- persuading usually becomes necessary, is realted to adoption process, AIDA model is the practical approach. Promotion objectives- Informing, persuading, and reminding ------------------------------------------------------------------------------------------------------------------------------------------ Adoption process- Awareness, interest Evaluation, trial Decision, confirmation AIDA Model - attention, interest, desire, action Communication process-pg 337 - source trying to reach a receiver with a message. Source-sender. Receiver-potential customer. Based on trustworthiness and credibility to the consumer. Push and pull promotion -pg 343-346 – push- using normal promotion effort to help sell the whole marketing mix to possible channel members. This emphasizes on the importance of securing the whole hearted cooperation of channel
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  • Spring '12
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