Trade Marketing Mix

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Example of MerchandisingDefinition Trade Marketing Mix? Meaning.

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).

Special Interest Group

Trade Marketing Special Interest Group.

Special Interest Group (154 members)


Forum about Trade Marketing.

Differences Between Trade Marketing and Product Marketing
What are the fundamental differences between Product Marketing and Trade Marketing? (...)
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🔥 NEW Trade Marketing Ideas
How can we perform trade marketing in the most effective way? Please share some experiences... (...)
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Retail Merchandising
What are the fundamentals or elements of merchandising? (...)
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Best Practices

The top-rated discussion topics about Trade Marketing. Here you will find the most valuable ideas and practical suggestions.

🥇 Trade Marketing Value
How can Trade Marketing presence be valued by the entire FMCG organization? (...)
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🥈 Trade Marketing Activities
I want to know meaning of trade marketing at a glance . By which process trade marketing personnel working . If I want t (...)
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🥉 Trade Marketing in Telecom
I would like to know the importance of Trade Marketing in the Telecom sector? (...)
2 reactions

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? (...)
0 reactions

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 (...)
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Trade Marketing Tools
What are specific tools within trade marketing? (...)
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Trade Marketing Career
I want to opt for Trade Marketing as a career. is this advisable? (...)
2 reactions

Expert Tips

Advanced insights about Trade Marketing. Here you will find professional advices by experts.

Information Sources

Various sources of information regarding Trade Marketing. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.

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

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