Promotion

Having a great product at the right price in the right store at the right time means nothing if nobody knows it’s there. Communicating the features and benefits of the product and informing the target market where to find it falls to the promotion element of the marketing mix. Promotional messages should support the theme […]

What to look for in a Wholesaler

The top 5 criteria are Product Management Ability Take a look at the reputation of the wholesaler. What policies and procedures do they have in place to manage products? Will they cooperate in implementing management suggestions? Facilities and Resources Are the facilities maintained and up to date? What is their training like? These questions can […]

Resellers

The intermediaries, or distribution partners are also known collectively as resellers. Generally, there are 2 types. Wholesalers (4 categories) Merchant Wholesalers These are independent companies who buy products from factories and sell them to other wholesalers, manufacturers or retailers. Full-Service Merchant Wholesalers provide additional services, such as packaging, advertising and warehousing. Limited-Service Merchant Wholesalers provide […]

Managing Distribution Channels

Manufacturers typically follow a 5-step process in the creation and management of distribution strategies. Develop the Strategy As with any strategic decision, the company’s goals and mission statement have to be taken into account. Then go back to the target market and think about how to effectively reach that market. Select Distribution Partners Create specific […]

Distribution (A.K.A. Place or Placement)

Marketing Channels or Distribution Channels include everyone who has a part in getting finished goods to the consumer. They are comprised of Intermediaries or Distribution Partners who work in concert to get the right amount of product to the right place for consumers to buy it. A given distribution channel may include a Manufacturer, a […]

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