Abstract:

The retail trade is the final and important stage in industrial marketing. If the manufacturer's marketing activities are to give a maximum dividend distribution must function effectively. A retailer's interest in taking part in a certain manufacturer's sales campaign depends however on the profit he makes through selling that manufacturer's products. Thus, the progressive producer concerns should to a greater extent than at present, give the trade objective information regarding the profit possibilities of the goods, and also actively take part in making the shops more effective whenever necessary.