ABetterWayToDoPromotions_pre

ABetterWayToDoPromotions_pre - CHANGINGTHECHANNEL Mktg443...

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CHANGING THE CHANNEL Mktg 443
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DISCUSSION QUESTIONS Why are trade promotions a zero-sum game when implemented? Do  they have to be zero-sum games? Why do retailers forward buy? To the retailer, why is forward buying  advantageous? To the manufacturer, why is forward buying  disadvantageous? Why do retailers practice diverting? What are pay-for-performance sales promotions? How do pay-for- performance sales promotions help manufacturers? retailers? How does a scan back promotion address the manufacturer’s problems ?  Would retailers accept a simple scan back promotion? Why or why  not? How is a mimic scan back different from a basic scan back? Would the mimic sc a How about the manufacturer? What are the responsibilities of an external auditor of a scan back agreement b e ?
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REDESIGNING THE TRADE DEAL: SCAN BACK PROGRAM
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REDESIGNING THE TRADE DEAL: FROM THE RETAILER’S PERSPECTIVE
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ABetterWayToDoPromotions_pre - CHANGINGTHECHANNEL Mktg443...

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