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 retailersBack to previous
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