TradePromotions_pre

TradePromotions_pre - promotion offers? TRADE DEALS FOR...

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TRADE PROMOTIONS Mktg 443
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DEFINITIONS Trade refers to the members of the channel of  distribution. A trade promotion is a promotion directed to the  members of the channels of distribution. Used by manufacturers to induce a certain action  from its customers Manufacturer Retailer Consumer Trade Promotions Consumer Promotions Consumer Promotions
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TRADE PROMOTION OBJECTIVES Gain and maintain distribution Induce certain retail activities Load up the retailer TRADE PROMOTIONS Incentives for retailer sales force Competitive tool against other manufacturers Influence retailers
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TRADE PROMOTION OBJECTIVES
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TRADE PROMOTION OBJECTIVES
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DISCUSSION QUESTION Will retailers accept the manufacturer’s trade 
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Unformatted text preview: promotion offers? TRADE DEALS FOR CONSUMER NONDURABLE GOODS Off invoice Bill backs Count-recounts scan back or scan downs Quantity discounts Discounts Allowances Others TRADE DEALS FOR CONSUMER NONDURABLE GOODS TRADE DEALS FOR CONSUMER NONDURABLE GOODS TRADE DEALS FOR CONSUMER NONDURABLE GOODS Problems with the practice of offering trade discounts: TRADE DEALS FOR CONSUMER NONDURABLE GOODS TRADE DEALS FOR CONSUMER NONDURABLE GOODS BLATTBERG TRADE PROMOTION GRID High Holding Costs Low Holding Costs High Promotional Responsiveness Low Promotional Responsiveness...
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TradePromotions_pre - promotion offers? TRADE DEALS FOR...

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