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Channel Messages and Trade Incentives

This part of the module will focus on the importance of the trade (or grocer) in the marketing process. Historically, the manufacturer has been the "channel captain." However, with the proliferation of new products and line extensions, and limited retail space, the retailer has become the key link in the consumer products industry.

To complete this Topic successfully, please complete the following activities in the order shown below:

TEXTBOOK READING: Chapter 12, pp.281-290

ON-LINE LESSON: Channel Messages and Trade Incentives

GROUP ASSIGNMENT 1: Creative Strategy Assignment, #1, #2

WEB ACTIVITY 1: The Robinson-Patman Act

Once you have completed all of the activites in this topic, you should go on to Marketing Public Relations: Mediated Messages

Send E-mail to Prof. Rich Lei.
or call (520) 523-2490