SELECTING TRADE PROMOTION TOOLS Manufacturers use a number of trade
promotion tools (see Table 18.4).63 Manufacturers award money to the trade (1) to persuade
the retailer or wholesaler to carry the brand; (2) to persuade the retailer or wholesaler to carry more
units than the normal amount; (3) to induce retailers to promote the brand by featuring, display,
and price reductions; and (4) to stimulate retailers and their sales clerks to push the product.