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Trade Marketing Strategies, Second Edition: The partnership between manufacturers, brands and retailers (Marketing Series)

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This is an excelent book for manufacturing organizations in how to have a competitive advantage based on customer service. It all starts understanding customer needs. Continues explaining how to handle private labels, information technology, direct product profitability, space managment, what are the key questions to know about each customer and finally, and where you get the best advice, examples of real benefits valued by retailers. Will definetively help you define your best trade organization after understanding the basic trade marketing tasks and building customers into planning and operations. Key questions: What are our retailers goals and strategies?. What is the competitive positioning of the retailing?. What are their SWOT? What brands should we produce and for whom?. How important is private label an important strategy of our retailers?. Do we know their direct product cost (warehouse, handling and shelf space)?. Do we know ther direct product profitability to give them advice on space managment? What they whant from us? What do they think of us?. Key concepts: EPOS (Electronic point of sale), EFTOPS (Electronic funds transfer at point of sale), EDI (Electronic data interchange)TRADANET (an electronic mailbox), DPP (direct product profitability),DPC (Direct product cost),DPPROI (Direct product profitability return on inventory), NAM (National account managers). Don't get behain other competitors, get your competitive advantage based on customer service!