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"From Textbook: Text: Small Business Management, 16th Edition, 2012 Author: Longenecker, Petty, Palich, and Hoy ISBN: 978-1-111-53287-1...

"From Textbook:
Text: Small Business Management, 16th Edition, 2012
Author: Longenecker, Petty, Palich, and Hoy

ISBN: 978-1-111-53287-1

Publisher: South-Western, Cengage Learning

How do you get retailers to stock your product when their shelves are already full? For Brain Levin, founder of Perky Jerky, it meant talking store managers into letting him give his product away. Perky Jerky is a meat snack with a caffeine kick, described on the company’s website as “the new high-protein, ultra-premium, functional food for active lifestyles…” Perky Jerky “brand ambassadors” give out trinkets and offer customers tastes of the product in stores. They find that those who try the snack ask the stores to carry Perky Jerky. One year into business, Levin reported nearly a million dollars in sales.
Question 1: What do you think about giving away a product? Does it build sales, or does it suggest desperation?

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The question has assumed great importance because of wide scale of competition in every category. Hundreds of brands fight for shelf space in the supermarket. They all have passed the...

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