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Exam3_Spring11_Studyguide

Exam3_Spring11_Studyguide - Exam 3 Study Guide 1 What is...

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Exam 3 Study Guide 1. What is the “bullwhip effect”? 2. What are the five trade promotion objectives discussed in class? 3. Why are trade price promotions more effective than permanent price cuts for weaker brands? 4. Why does the manufacturer want to load the retailer? 5. What is the most popular trade promotion? 6. What is diverting? Forward buying? 7. How do retailers view trade deals? 8. How is a display allowance different from an advertising allowance? 9. What is the difference between bill-backs and count-recounts? count-recounts and scan-backs? 10. What are slotting fees? street money? 11. Study the Blattberg Trade Promotion model. 12. Are slotting fees considered bribes? Does the payment of slotting fees violate the Robinson-Patman Act? 13. What is the retailer’s justification for charging slotting fees? 14. What are the problems associated with slotting fees? 15. Name the different variations of slotting fees.
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