Trade Marketing Flashcards

Flashcards about Trade Marketing

What is the core idea of Trade Marketing?

Distributors are key to achieve customers

Why is Trade Marketing important for manufacturers and brands?

Manufacturers and brands find it increasingly difficult to access the final consumer.

What do manufacturers need to do in Trade Marketing?

Reach customers at a reasonable cost and be present on the shelf.

What type of relationship minimizes imbalance between manufacturers and retailers?

Collaboration rather than confrontation.

What is the collaboration philosophy in Trade Marketing?

Retailers as clients; manufacturers as market/category/product experts.

What are the aims of manufacturers and retailers working as a team?

Boost demand, achieve efficiency, fulfill shopper expectations.

Who does Trade Marketing take care of?

The BUYER/shopper.

Approximately what percentage of purchasing decisions are made at the point of sale?

About 70%.

What percentage of purchase decisions are unplanned?

68%.

What are the key elements in Trade/Shopper Marketing?

Need, Channel, Branch, Motivation, Shopping experience.

What is the role of Trade Marketing?

Coordinating and aligning all departments, strategy definition, company guidelines.

What is meant by Trade marketing?

Landing marketing strategies into the retail (POS).

What are the different types of Sales channels

Planned Shopping, Cash n' Carry, Hypermarkets, Supermarkets, Ad Hoc Convenience, etc.

What is the product assortment in different channels based on?

Shopper needs, customer expectations, consumer journey, and company objectives.

What is the purpose of promotions?

Building brands by generating incremental sales by persuading the shopper to try, increase consumption or switch brands.

What elements define and develop the Trade Marketing plan?

Segmentation, Target, Positioning, Price policy, Image, Assortments, Promotional activity, Category management

What do we understand by “organization” from a company perspective?

Through relationships, people and goals

What are the elements that define an organization?

Hierarchy, division of labour, departmentalization, coordination

What was the focus of marketing in the beginning of organizational principles?

Research for business, distribution of products, and their ability to facilitate exchanges.

What organizational structure was used between 1900-1960?

The organizational structure used at that time was that of the standard hierarchical system (army) suitable for stable environments.

What are the three R's?

Recruit new customers, Retain existing ones and Recover the lost

What philosophy should be established in a modern organizational structure ?

Collaboration philosophy to integrate and coordinate activities.

What characterizes a new organizational way of doing business?

Marketing and sales departments efforts to establish more effective cooperation with retailers to satisfy final clients.

When did trade marketing appear in the U.S.?

Late 1980s.

What are the main competition players in the current market?

Competition between companies and between distribution channels

What is included in Information Analysis?

External information analysis, DTS & EDI Sell-out information, Shopper/buyer behavior analysis distribution studies/research

What are the trade marketing roles & responsibilities?

COMMERCIAL – TRADE POLICY, POS MANAGEMENT, SALES ACTIVATION & PROMOTIONS, INFORMATION ANALYSIS, SALES FORCE COMMUNICATIONS, ASSORTMENT POLICY, PRICING POLICY

What is the objetive of consumer marketing.

Detect & satisfy consumer needs.

What is the objetive of Trade marketing.

Detect & satisfy Retailer /shopper needs.

What does the retailer perspective on summarizing focus on?

Constantly seeking for increased business volume. Approach the consumer from his role as shopper/Buyer Focus on rotation and satisfaction to push repetition (loyalty)

What are the responsibilities of the Director of Trade Marketing?

Coordinate and develop marketing strategies in commerce to achieve the business objectives defined for the categories.