Manufacturers take many actions designed to enhance the demand for their products. They generally deal with product design and packaging, price structures at wholesale and retail levels, training and deployment of sales personnel, and the economic and contractual dimensions of the distribution channels they employ. They may also engage in media advertising. Retailers generally engage in most of these same activities. Consumer purchase decisions are affected by many external stimuli. Consumers may take into account their own experience, the experiences of friends and relatives, conversations with sales people and other experts, data on relevant prices, and information about product attributes, obtained from a variety of public sources. Purchase decisions may also be affected by media advertising.2
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