Topic 2.2. Methods of trade promotion

Marketing changed the relationship between the producer and the trading network. The service may say a lot about the producer, as its level depends on the efficiency of the enterprise. If marketing is not interested in the product, the trading network will not show interest and the goods will no longer be profitable.
The distribution is a chain that connects the producer to the consumer through the intermediary system: trade personnel, wholesale and retail intermediaries, persons affecting the choice of the product.
Special efforts should be made to effectively influence the consumer. Stimulus requires appropriate motivational approaches at each stage of product distribution.
On the way from the producer to the consumer, the merchandise as the estafete is transferred by one intermediary to another to the place of sale. And each of them must make efforts to facilitate this path.
The organization of the trading network depends on the size of the distribution, the capacity of the central procurement services, the type of product to be sold. The following scheme (Figure 2.3) [11] represents the main participants in the sales process.
1. Objectives of the enterprise
Knowing needs Commercial Personnel (safety, firm membership, respect, self-reliance), the enterprise should not seek to encourage it continuously. Stimulation of traders should be used in exceptional cases to meet specific challenges. It can mobilize trade personnel for a short-term period, supporting and strengthening the company spirit.
By encouraging its trade personnel, the enterprise can undertake various tasks: