Trade Marketing Mix

Knowledge Center


Description of Trade Marketing Mix. Explanation.


  1. Summary
  2. Forum
  3. Expert Tips
  4. Resources



12manage is the world's #1 website about management.

By signing up you get full access to all knowledge centers and discussion forums, including Trade Marketing.

Why register?

Example of MerchandisingDefinition Trade Marketing Mix. Description.

At the end of the Supply Chain, it is normally the End Consumer who is ultimately buying the products (or services). This is why manufacturers of products and services spend a lot of time, effort and money to influence the consumer to choose their product or service via various consumer Marketing Methods and Approaches, including the Marketing Mix.

However, observe that consumers are normally NOT buying the products or services directly from these manufacturers, but via or from wholesalers, distributors and retailers. So besides communicating (advertising) towards the consumer directly, manufacturers must also ensure that any intermediates (wholesalers, distributors and retailers) are positioning and promoting their products and services favorably. Both absolutely and compared to their competitors.

This way of marketing is called Trade Marketing. Using trade marketing, manufacturers aim to achieve a favorable Competitive Position at wholesalers, distributors and retailers.

The Trade Marketing Mix are those elements of the Marketing Mix that relate to increasing the demand at wholesaler, distributor and retailer level rather then at the end-user level.

Typical examples of such elements are: Trade Advertising (for example a Pepsi-Cola advertisement placed in some trade magazine, in order to promote Pepsi to retail managers), trade incentive programs, personal selling, wholesale pricing, payment options, return services, special display allowances, promotional support and Merchandising (product promotion that is carried out in the point of purchase).

Trade Marketing Forum (10 topics) Help
To get access to this forum, you need to be a member: Register
  Trade Marketing Ideas
How can we perform trade marketing in the most effective way? Please share some experiences......

Retail Merchandising

What are the fundamentals or elements of merchandising?...

Differences Between Trade Marketing and Product Marketing

What are the fundamental differences between Product Marketing and Trade Marketing?...

Trade Marketing Activities

I want to know meaning of trade marketing at a glance . By which process trade marketing personnel working . If I want to be a trade marketing personnel what can I do ?...

Trade Marketing for Magazines

How do you do trade marketing when it comes to magazines? Any referrals or tutors on this side of trade marketing?...

Trade Marketing Department

I wonder what is the role of the trade marketing manager in a fmcg company in our days when consumer and trade marketing tend to become one?...

Trade Marketing Tools

What are specific tools within trade marketing?...

Trade Marketing Value

How can Trade Marketing presence be valued by the entire FMCG organization?...

Trade Marketing Career

I want to opt for Trade Marketing as a career. is this advisable?...

Trade Marketing in Telecom

I would like to know the importance of Trade Marketing in the Telecom sector?...
Start a new discussion: Register

Trade Marketing Special Interest Group

Special Interest Group


Expert Tips - Trade Marketing Premium
Discover and utilize expert tips per method: Register

Resources - Trade Marketing Premium
Access presentations, news and videos on each method: Register


Trade Marketing


Trade Marketing


Trade Marketing


Trade Marketing

Compare with: Marketing Mix  |  7 Ps  |  Vendor Managed Inventory  |  Multi Channel Marketing

Sponsor this knowledge center

Special Interest Group Leader
Expert? Become our Trade Marketing SIG Leader.

All you need to know about management

12manage for:

Management Smart Card

12manage in:

The perfect souvenir for your education program


Return to Management Hub: Marketing  |  Strategy  |  Supply Chain & Quality

More on Management  |  Return to Management Dictionary  | 


This ends our Trade Marketing Mix summary and forum.

Copyright 2015 12manage - The Executive Fast Track. V14.0 - Last updated: 26-11-2015. All names tm by their owners.