Some manufacturers also provide advertising materials ready to be customized. It puts dollars in the pocket of wholesalers and retailers, giving them a bottom-line reason to continue the relationship. It encourages a closer link between the marketer's brand and the partner's name. F. Training and Marketing Support 1. Both wholesalers and retailers can benefit from training and marketing support programs that help them serve their customers better.
Many marketers hold in-depth training sessions when they introduce new products.
Public relations begins with good marketing research to understand stakeholder attitudes about the marketer and its products. Corporate public relations is a broad-based PR effort to build and sustain a general climate of goodwill for the marketer. Its main thrust is creating a solid foundation for marketing activities through open two-way communications. Publicity is a subset of public relations that encourages nonpaid media coverage of the marketer and its products. Publicity is one-way communication.