Differentiate between consumer promotions and trade promotions. Explain the various tools used in trade promotions
What will be an ideal response?
The difference between consumer promotions and trade promotions is that consumer promotions are targeted toward customers, or final buyers, whereas trade promotions aim at resellers, i.e., retailers and wholesalers.
Manufacturers use several trade promotion tools. Many of the tools used for consumer promotions such as contests, premiums, and displays can also be used as trade promotions. A manufacturer may offer a straight discount off the list price on each case purchased during a stated period of time. Manufacturers also may offer an allowance (usually so much off per case) in return for the retailer's agreement to feature the manufacturer's products in some way. Manufacturers may offer free goods, which are extra cases of merchandise, to resellers who buy a certain quantity or who feature a certain flavor or size. They may also offer push money, which involves cash or gifts to dealers or their sales forces to "push" the manufacturer's goods. Manufacturers may give retailers free specialty advertising items that carry the company's name, such as pens, calendars, memo pads, flashlights, and tote bags.
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