ABetterWayToDoPromotions_s11

- CHANGING THE CHANNEL Mktg 443 DISCUSSION QUESTIONS Why are trade promotions a zero-sum game when implemented Do they have to be zero-sum games

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Unformatted text preview: CHANGING THE CHANNEL Mktg 443 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 How about the manufacturer? What are the responsibilities of an external auditor of a scan back agreement b ? REDESIGNING THE TRADE DEAL: SCAN BACK PROGRAM REDESIGNING THE TRADE DEAL: FROM THE RETAILER’S PERSPECTIVE COMPARISON OF TRADE DEALS...
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This document was uploaded on 11/04/2011 for the course MKTG 443 at S.F. State.

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- CHANGING THE CHANNEL Mktg 443 DISCUSSION QUESTIONS Why are trade promotions a zero-sum game when implemented Do they have to be zero-sum games

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