Trade Marketing Mix

Knowledge Center

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

24 items • 121.702 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 (155 members)


New Topic

Forum about Trade Marketing.

Differences Between TM and Product Marketing
What are the fundamental differences between Product Marketing and TM? (...)
TM in Telecom
I would like to know the importance of TM in the Telecom sector? (...)
🔥 NEW TM Ideas
How can we perform TM in the most effective way? Please share some experiences... (...)
TM for Magazines
How do you do TM when it comes to magazines? Any referrals or tutors on this side of TM? (...)
TM Department
I wonder what is the role of the TM manager in a fmcg company in our days when consumer and TM (...)
Retail Merchandising
What are the fundamentals or elements of merchandising? (...)
TM Tools
What are specific tools within TM? (...)
TM Career
I want to opt for TM as a career. is this advisable? (...)

Start a new forum topic about Trade Marketing. More info.


Best Practices

Sign up

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

TM Value
How can TM presence be valued by the entire FMCG organization? (...)
TM Activities
I want to know meaning of TM at a glance . By which process TM personnel working . If I want t (...)
Expert Tips

Sign up

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

Information Sources

Sign up

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

Sign up

Automatically jump to further useful sources regarding Trade Marketing.

News Videos Presentations Books More






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

Special Interest Group

Do you have a keen interest in Trade Marketing? Become our SIG Leader


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.

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.8 - Last updated: 3-8-2021. All names of their owners.