RETAIL PROMOTIONS AS A FUNCTION OF TRADE PROMOTIONS - DESCRIPTIVE ANALYSIS

Retailers make extensive use of temporary promotions to build traffic and increase sales. Examples of such temporary promotions are price reductions, advertising, and in-store displays of selected items. Retailer's use of temporary promotions often depends on the availability of trade promotions offered by manufacturers. This article describes this often overlooked aspect of consumer goods marketing through a case study of current practices in a large regional supermarket chain during a twenty-four-week period. Although caution must be exercised in generalizing from this single experience, the activity noted seems reasonably typical of prevailing industry practice.