Trade promotion optimization (TPO) is the process of utilizing integrated goals, factoring in promotion and predictive analytics to create continuously improving trade promotion strategies and results.

Trade promotion management (TPM) is the process of planning and accounting for the funding of events and activities at retail level including brand management.

 This type of consumer product is purchased routinely and involves very little thought. Think candy bars, toothpaste, a hairbrush, or a soda can. These types of CPG products often inspire brand loyalty.