Marketing Communications

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Marketing Communications

209

Sales Promotion And Publicity

To ensure continued demands for their services, they devote much promotional effort on cultivating
retail customers rather than stimulating demand for specific products.

CHARACTER OF MARKET SERVED: the nature of market in which the products are sold also
influences the kind and amount of selling support provided for the manufacturer. Wholesaler market
consists of either end users or retailers, among these two groups of buyers the type and quantity of firms
may vary.

Wholesale selling programmes are also influenced by varying needs to direct effort from the creation of
present sales to the cultivation of potential customers who may provide future sales.

The probability of the average order received from specific customers or kinds of customers determines
the rate of personal calls and the extent of selling help which can be offered.

SERVICE REQUIREMENTS: traditionally, the services provided by wholesalers for their customers
are buying, selling, transportation, storage, financing, risk taking, market information and advice.
Wholesalers do not provide the same array of services or perform the same functional mix for each type
of customer. This difference is what is needed to keep old customers or to gain new ones. It explains
much of the variation in ability to grant specific kinds and amounts of selling effort.