Trade Marketing Mix

Knowledge Center

Summary, forum, best practices, expert tips and information sources.

24 items • 130.926 visits



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 (165 members)


Forum about Trade Marketing. Below you can ask a question about this topic, share your experiences, report a new development, or explain something.

Start a new topic about Trade Marketing


Differences Between Trade Marketing and Product Marketing
What are the fundamental differences between Product Marketing and Trade Marketing?...
Trade Marketing in Telecom
I would like to know the importance of Trade Marketing in the Telecom sector?...
🔥 NEW Trade Marketing Ideas
How can we perform trade marketing in the most effective way? Please share some experiences......
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?...
Retail Merchandising
What are the fundamentals or elements of merchandising?...
Trade Marketing Tools
What are specific tools within trade marketing?...
Trade Marketing Career
I want to opt for Trade Marketing as a career. is this advisable?...

Best Practices

The best, top-rated 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?...
🥈 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 ?...
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.

Research Links

Jump to further research sources regarding Trade Marketing.








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

Special Interest Group

Do you know a lot about Trade Marketing? Become our SIG Leader and gain worldwide recognition as an expert.


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

More on Management  |  Return to Management Dictionary


This ends our Trade Marketing Mix summary and forum.

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2023 12manage - The Executive Fast Track. V16.1 - Last updated: 7-6-2023. All names of their owners.