Trade Marketing

Marketing dictionary

Trade Marketing

The focusing of marketing efforts by manufacturers on the distribution channel ('the trade'), primarily on large retail chains. Marketing is normally defined in terms of a firm's relationship with consumers. The growth in the power of the large retail chain store, however, has meant that it may no longer be enough to promote products only to consumers; manufacturers may also have to direct their marketing efforts towards powerful retailers to secure distribution for their products at acceptable trade discounts. Example: A manufacturer displaying products at an exhibition for retailers

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