Distributors are businesses and buy like group buyers. Their purchasing consequences have great visibility and the potential to affect many lives.Main tool = PERSONAL SELLING supported by direct marketing, sales promos, PR & exhibitions (advertising plays minor role)
DRIP
DIFFERENTIATE- members must understand how a manufacturer adds value & differs from competitors
- remind downstream members of product features
- reassure in terms of continuity, value & reliability
- provide downstream with suitable levels of customer support
- provide upstream with market & performance information
- encourage downstream to carry extra stock & meet service levels
- stimulate upstream to allocate stock and promotional support
No comments:
Post a Comment