Agent and merchant wholesaler pg 319 concerned with

often don’t have income to support mass distribution.
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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
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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