TRADE - MARKETING TOOLS AS A WAY OF OBTAINING COMPETITIVE ADVANTAGES

he article examines trade marketing tools as a set of marketing technologies that are used at all stages of the product life cycle to influence sales personnel in the marketing chain, intermediaries, and end consumers. It has been established that trade marketing is a key element in the competitive struggle in the market, where the one who is able to effectively organize, implement and evaluate the effectiveness of his marketing strategies wins. The target audience of the influence of trey-marketing tools is characterized: own staff, resellers, end consumers. The key trade-marketing tools are revealed depending on the influence of the audience. These tools help create incentives for intermediaries to be interested in actively promoting and selling products, as well as maintaining a positive relationship with the manufacturer. Tasks and typical programs for stimulating trade in distribution channels and stimulating end consumers are presented. Trade marketing tools are classified according to the place of their application into external, which are created outside of retail outlets, internal, which are used at points of sale, and online tools, which are implemented via the Internet. It has been proven that merchandising is becoming a key tactic in the field of retail trade in the context of trade marketing, in particular in the aspect of providing comfortable shopping, which is gaining more and more popularity. Retailers are actively working to create a hassle-free shopping experience by implementing innovative approaches.