Assume you are a buyer for a large supermarket chain and that you have been asked to speak to a group of marketing students at a nearby university. During the question-and-answer session following your comments, a student makes the following statement: “My father works for a grocery product manufacturer, and he says that slotting allowances are nothing more than a form of larceny!” How would you defend your company’s practice to this student?
Answer to relevant QuestionsExplain why selling private brands often enables large retail chains to pocket trade deals instead of passing their reduced costs along to consumers in the form of lower product prices. Explain in your own words the meaning of push- versus pull-oriented promotional strategies. Using an illustration of a well-known supermarket brand of your choice, explain which elements of this brand’s marcom mix embody ...Assume you are the brand manager of Mountain State Bottled Water. This new brand competes in a product category with several well-known brands. Your marketing communications objective is to generate trial purchases among ...Go through a Sunday newspaper and select three FSIs. Analyze each in terms of what you think are the marketer’s objectives in using this particular promotion. Do not restrict your chosen FSIs to just those offering ...Have you participated in online promotions (e.g., on Facebook), and if so, what has been your experience? Considering just a single online promotion that you participated in and considering yourself representative of the ...
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