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Pavitar Parkash Singh, Lovely Professional University Unit 14: Disseminating Product Information to Retail Personnel

Unit 14: Disseminating Product Information to Retail Notes
Personnel

CONTENTS

Objectives
Introduction
14.1 Need for the Dissemination of Product Information

14.2 Communication Techniques Used by Buyers to Reach Retailers
14.2.1 Communication Techniques in Supermarkets
14.3 Product Information Quality and Product Quality
14.3.1 Guidelines for Product Information Dissemination
14.3.2 Knowledge Products and Dissemination

14.4 Summary
14.5 Keywords
14.6 Review Questions

14.7 Further Readings
Objectives

After studying this unit, you will be able to:
 Understand the need for the Dissemination of Product Information
 Explain the Communication Techniques used by Buyers to Reach Retailers

 Discuss the Product Information Quality and Product Quality

Introduction

Today, it is not uncommon that a retailer has multiple brands and several channels in which
they sell their products. Due to changes in social behaviour, consumers are driving the demand
for relevant and interactive experiences at every touch point. Because of their proximity to the
marketplace, middlemen are often relied on for fast and accurate feedback of information about
such things as sales trends, inventory levels, and competitors’ actions. A high level of channel
feedback is particularly important for firms in highly competitive industries characterized by
rapid changes in product technology or customer preferences, such as the computer and fashion
industries. Feedback is crucial for firms pursuing prospector business strategies since they
depend on the early identification of new product and market development opportunities for
their success. In this unit, we focus on the need for the dissemination of product information
along with the communication techniques used by buyers to reach retailers and the product
information quality and product quality.

14.1 Need for the Dissemination of Product Information

Dissemination is about spreading a message (the object of dissemination) to groups of people or
organisations (the target groups) via one or more channels in order to achieve a specific impact

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