Trade marketing

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Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. However, you need to continue with your Brand Management strategies to sustain the need at the consumer end. A consumer is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes your product against competitors', you must market your product to the retailers, also. Trade marketing might also include offering various tangible/intangible benefits to retailers.

1 Introduction
2 Targets of trade marketing
- 2.1 Distributor/Dealer
- 2.2 Sales outlet
3 Methods of trade marketing
4 Current trends in trade marketing
5 See also
6 References
7 External links

[edit] Introduction

With the shift of consumer shopping behavior, 70 percent of shopping decisions are now made at the trade or what marketing practitioners refer to as "point-of-purchase". This new trend leads to the greater importance of merchandising and shopper promotions than consumer directed programs. Below the line promotions have become the focus of most consumer goods companies in order to drive higher sales. As retailer giants continually expand throughout every opportune territory, the role of merchandising in generating growth becomes more prioritized.

[edit] Targets of trade marketing

[edit] Distributor/Dealer

Please help improve this section by expanding it.
Further information might be found on the talk page or at requests for expansion. (February 2008)

[edit] Sales outlet

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Further information might be found on the talk page or at requests for expansion. (February 2008)

[edit] Methods of trade marketing

Please help improve this section by expanding it.
Further information might be found on the talk page or at requests for expansion. (February 2008)

[edit] Current trends in trade marketing

Please help improve this section by expanding it.
Further information might be found on the talk page or at requests for expansion. (February 2008)