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Channel Marketing and Trade Promotion

Key Point 1: Trade Promotion and Channel Marketing
  1. How does trade promotion differ from channel marketing?
  2. Why are channel marketing and trade promotion increasing at the expense of advertising and other marketing communication functions?
  3. In what way is Nike using channel marketing in its dealings with retailers such as Finish Line?
Key Point 2: Trade Promotion's Objectives, Strategies, and Practices
  1. How do push and pull strategies differ? Use one of the brands discussed in this chapter in your answer.
  2. In what way is channel marketing engaged in creating a push strategy?
  3. Explain the main objectives of trade promotions.
  4. What is co-op advertising? How does it work?
  5. In addition to co-op advertising allowances, explain four other types of allowances used in trade-promotion programs.
  6. What is a slotting allowance? Why do slotting allowances complicate marketing strategies?
  7. Explain how price promotions are coordinated between a marketer and a retailer.
  8. How do retailers evaluate promotions to decide whether to use them?
Key Point 3: Co-Marketing
  1. Explain marketers' and retailers' different perspectives on brand communication.
  2. What is co-marketing? How does it differ from other types of channel marketing?
  3. What has caused the power shift from manufacturers to retailers? What are the implications of that shift for marketing communication?
  4. How does the shift to co-marketing affect IMC programs?
  5. What is the role of co-marketing in protecting brand images?







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