All activities involved in the distribution and exchange of goods and services are referred to as

Trade is the direct buying and selling of goods, but it needs supporting services such as transport, banking, insurance, warehousing, and advertising to actually move goods from producers to consumers efficiently. The single word that covers both trade and all these supporting services together is commerce.

All activities concerned with the distribution and exchange of goods and services, including the aids to trade that make buying and selling possible, are referred to as commerce. Trade is only one part of commerce, not the whole of it, so a term wider than trade is needed here.

A market survey is a narrow research activity that studies customer needs or preferences, and advertising is one single aid to trade that promotes goods; neither of these is broad enough to cover the entire range of distribution and exchange activities described in the question. Trade itself only covers buying and selling, leaving out the aids to trade that the question is also referring to.

Keep the hierarchy clear: trade is buying and selling, aids to trade support that buying and selling, and commerce is the umbrella term covering both together.