Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 4

List the most common forms of trade sales promotion. Manufacturers use many of the same sales promotion tools used in consumer promotions, such as sales contests, premiums, and point-of-purchase displays. In addition, manufacturers and channel intermediaries use several unique promotional strategies: trade allowances, push money, training programs, free merchandise, store demonstrations, and meetings, conventions, and trade shows.
4.1 How does trade sales promotion differ from consumer sales promotion? How is it the same?
4.2 What are the main forms of trade sales promotion? Which type might be most enticing to a grocery store manager? To a buyer for a major electronics chain?
4.3 Form a team of three to five students. As marketing managers, you are in charge of selling Dixie cups. Design a consumer sales promotion plan and trade sales promotion plan for your product. Incorporate at least three different promotion tools into each plan. Share your results with the other teams in the class.