Trade Marketing

The Trade Marketing can the vertical marketing are assigned. In contrast to trade marketing , which includes marketing by trading companies , trade marketing can be described as marketing directed by the manufacturer towards the trade. But both are part of sales marketing .

The task of trade marketing consists in exploring the wishes of the trade with regard to product range and services, with the aim of becoming a preferred supplier . The main focus is on strengthening the cooperation between manufacturers and retailers in order to avoid sales-oriented conflicts in the sense of a value-added partnership. In addition, Trade Marketing can control the sales of the product range, taking into account manufacturer goals and customer needs .

The essential elements include:

• Product range policy (also category management ),
• Coordination concepts with regard to the flow of information and goods ( efficient consumer response ),
• Know-how transfer,
• Cooperation in environmental protection (e.g. with regard to the packaging ordinance ) and
• Management cooperation ( key account management ).

literature

• Susanne Czech-Winkelmann (Ed.): Handbook Trade Marketing . Berlin 2002.
• Manfred Bruhn, Christian Homburg (ed.): Gabler Lexikon Marketing . Wiesbaden 2001, p. 724 .