FMK 733 Making Trade Promotions More Effective
Trade Promotion has grown into the biggest, most complex and controversial dilemma facing the food industry today. This course is designed to help sales, marketing, and merchandising executives understand, design, and implement effective and efficient trade promotion programs. The role of trade promotions within the context of Marketing Strategy will be examined as well as advantages and limitations of the most widely used Trade Promotion techniques. (Off Invoice, Bill backs, Scan backs, Scan Based Trading, Advertising allowances, Demonstrations etc) Creative strategies to maximize impact and program development/evaluation will also be discussed.