Case Study Two: Rawlings 
Rawlings is an American sports equipment manufacturing company based in Town and
Country, Missouri, and founded in 1887. Rawings specializes in baseball equipment and
baseball gloves It also manufactures softball, American football, basketball, soccer, and
Volleyball balls, footwear and training equipment. You have been hired as brand manager for its
Rawlings "Baseball Glove" brand. Your first responsiblity is to expand the demand for Rowling s
Baseball Gloves. In order to increase the sales; you have decided to develop reseller support
(Trade Promotion) program.
Questions
• You are planning to use "off-invoice trade allowances as a tool for reseller support. What
does the term "off invoice trade allowances" mean? What objectives can be achieved via
this type of reseller support program?
2.
When developing these programs should the management be concerned about "forward
buying" and "diversion". Explain why management should be concerned about these issues.