10.Explain the marketing decisions facing wholesalers.?

[Resul Kalyoncu]

[Ed Atun]

They need to reach the Purchasing Managers at retailers. They can use regular mail but that can get expensive. They can use email but they won't know if anyone will read them. They can advertise in industry publications but that is expensive. Many wholesalers rely on face-to-face introductions. They will offer to take the purchasing managers out to lunch so they can have an hour to offer their services.
Or they can send gifts to the retailers and hope that someone remembers the sender when it is time to order products.