Details

Technical Note

NOTE ON TRADE MARKETING

Muhammad Luqman Awan, Mr Waqas Ahmad (MBA 2017)

INDUSTRY : Retailing

AREA : Marketing

ORGANIZATION : N/A

LENGTH : 13

LUMS No : 04-2367-2017-2

PUBLICATION YEAR : 2017

KEYWORDS:

Trade, Trade Marketing, Advertisement, Demand, Supply, Wholesaler, Retailer, Distributor, Consumers, Buyers, Sellers, Pakistan, International Trade, Multi-National Corporations, Shopping, Mega Stores, Shopping Experience, Purchase Decision, Point-of-Sales (POS),Fast Moving Consumer Goods (FMCG),Consumer Buying Behavior, Consumer Purchase Decision, Marketing Strategy, Information Technology, Modern Trade, Local Trade, Small Retail, Online Sellers, E-Commerce, Channel Development, Skill Development, Distributor Development, Consumer Insight, General Stores, Medical Stores, Departmental Stores, Utility, Kiryana Stores, Pan Shops, Eateries, Bakeries, Performance Tracking

DESCRIPTION:

Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor levels while at the same time engaging consumers/shoppers more at the point of purchase. Overall, while the trade marketing function is still in its infancy stage (in most leading companies), it has established its importance and will continue to grow, expand and stamp its own authority within organisations as the retail landscape changes in the coming years. Additionally, trade marketing can play a pivotal role in providing a liaison role between the sales and marketing function so as to ensure better alignment, resulting in more effective execution of business strategy.

LEARNING OBJECTIVES:

SUBJECTS COVERED:

Marketing, Trading, Retailing