Describe consumer sales promotion and trade sales promotion, and then explain how they differ.

Question

What will be an ideal response?

Answer 1

Consumer sales promotion methods encourage or stimulate consumers to patronize specific retail stores or try particular products. Consumer sales promotion methods initiated by retailers often aim to attract customers to specific locations, whereas those used by manufacturers generally introduce new products or promote established brands. Some of the consumer sales promotion methods are coupons, cents-off offers, money refunds and rebates, frequent-user incentives, point-of-purchase displays, demonstrations, free samples, premiums, consumer contests and games, and consumer sweepstakes.Trade sales promotion methods attempt to persuade wholesalers and retailers to carry a producer's products and market them more aggressively. Marketers use trade sales methods for many reasons, including countering the effect of lower priced store brands, passing along a discount to a price-sensitive market segment, boosting brand exposure among target consumers, or providing additional incentives to move excess inventory or counteract competitors. These methods include buying allowances, buy-back allowances, scan-back allowances, merchandise allowances, cooperative advertising, dealer listings, free merchandise, dealer loaders, premium or push money, and sales contests.The difference between trade sales and consumer sales promotion methods is that consumer sales promotion methods encourage or stimulate consumers to patronize specific retail stores or try particular products, while trade sales promotion methods attempt to persuade wholesalers and retailers to carry a producer's products.