stes and buying patterns of his clientele, which must be researched very carefully. This is where manufacturers and distributors have been able to exert some level of influence over the decisions made by the retailer. While retailers may know a great deal about their clientele, it is impossible for them to know a great deal about all of the products that their clientele may wish to purchase, or in fact which products are desirable to a specific customer group. As marketing manager in a leading toothpaste manufacturer, it is my job to know which of my products appeal to different market segments, and accordingly, which products to suggest to the retailers we serve. Manufacturers and distributors of specific products are able to provide the retailer with a great deal of intelligence concerning the marketing appeal of their products, which specific products appeal to each type of consumer, and how should these products be placed within the store in order to attract the greatest amount of consumer mindspace. It is commonly known that consumers develop a great deal of brand loyalty, and retailers who stock brands which are most desired by consumers will inevitably be able to attract more consumers back as loyal repeat customers, and generally create a positive name for his store. For this reason, our company has spend a tremendous amount of time, energy, and financial resources creating strong brands. It has been said that manufacturers often become brand machines, focusing their entire companies on the task of brand building and brand reinforcement. This involves a great deal more than routine advertising. In order to maximize the impact of creating and maintaining a powerful brand, it is necessary for a manufacturer to fully understand his audience and target market. The extensive branding and customer loyalty generated by manufacturers is tremendously beneficial to retailers, who are able to easily discern which manufacturers hav...
