Selecting and motivating intermediaries

Channel partners are frequently criticized by manufacturers because they do not stress a given brand or because their salesman's knowledge of the product is not adequate or because they neglect certain customers. Shortcomings from the manufacturer's point of view may be understandable from the intermediary's viewpoint, since distributors focus on product assortments. Consequently, there is no point in manufacturers developing a mismatch of hastily improvised trade deals, uninspired dealer...

Components of direct marketing

Direct marketing consists of three components the development of an effective customer database direct response advertising which leads to the sale and the direct building of customer relationships to increase sales and profits. Direct marketing is an approach to marketing which is driven by a database which implies that the company knows who its customers are, and communicates with them in appropriate ways through enhanced and refined means of communications the driver is the database. It is a...