D. Trade Shows 1. A trade show is an event at which marketers exhibit their products to current and prospective customers and to buyers from various organizations. Nearly every industry has a trade show at which wholesalers and retailers can meet manufacturers and examine their latest products. Exhibiting at a trade show is usually more cost-effective than making personal sales calls. E. Cooperative Advertising 1.
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.